<![CDATA[The low level of public participation, particularlyamong millennials, in using sharia insurance productsindicates that awareness of the importance of financialprotection still needs to be improved. In fact,millennials are a productive age group with greatpotential as sharia insurance participants. This studyaims to examine the influence of Protection MotivationTheory (PMT) elements, namely threat appraisal andcoping appraisal, on the motivation to purchase shariainsurance among millennial customers of AngkringanKesawan Medan. This study used a quantitativeapproach through a survey of 100 respondentsselected using a purposive sampling technique. Dataanalysis included validity, reliability, classicalassumptions, multiple linear regression, t-test, F-test,and coefficient of determination. The results showedthat threat appraisal obtained a descriptive score of2,716 with perceived severity as the highest indicator.Coping appraisal obtained a score of 2,713 withresponse cost as the highest indicator. Motivation topurchase sharia insurance obtained a score of 2,672.Simultaneously, threat appraisal and coping appraisalhad a positive and significant effect on motivation topurchase sharia insurance. Partially, coping appraisalhad a more dominant influence. This findingunderscores the importance of increasing literacy,knowledge, and trust in Islamic insurance amongmillennials.]]>
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