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All Journal Jurnal Riset Manajemen dan Bisnis (JRMB) Fakultas Ekonomi UNIAT
Everlin, Shierla
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Decision Sciences, Operations Research & Management

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FAKTOR-FAKTOR YANG MEMENGARUHI SIKAP DAN MINAT PEMBELIAN MILENIAL TERHADAP ASURANSI JIWA Everlin, Shierla; Senastri Dahlan, Kandi Sofia
Jurnal Riset Manajemen dan Bisnis (JRMB) Fakultas Ekonomi UNIAT Vol 5 No 2 (2020)
Publisher : Economic Faculty, Attahiriyah Islamic University

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Abstract

Purpose- This research purpose is to identify factors that influence attitudes and millenial’s purchase intention toward life insurance by focusing on the areas of financial literacy, perceived trust, and demographics. Design/methodology/approach- The research method is quantitative and questionnaires were collected and processed using variance-based structural equation modeling (SEM). Findings- The results showed that financial literacy, perceived trust, and demographics had a significant and positive influence on millennial attitudes and interests. The perceived trust turns out to act as the strongest predictor in predicting attitudes towards life insurance. Implications- The implications of research with a simple model and research instruments that do not involve interviews limit the scope of the research and generalization of findings. Keywords: attitude, purchase intention, financial literacy, perceived trust, demographic, life insurance
Co-Authors Senastri Dahlan, Kandi Sofia