Pengaruh Pengetahuan Produk, Kesadaran Risiko, Dan Kepercayaan Merek Terhadap Keputusan Pembelian Asuransi Jiwa Di Kota Palembang

Dwiputra, Benito (2025) Pengaruh Pengetahuan Produk, Kesadaran Risiko, Dan Kepercayaan Merek Terhadap Keputusan Pembelian Asuransi Jiwa Di Kota Palembang. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

Life insurance provides financial protection for the family if the insured dies, faces health risks, or loses income. In the industrial era 4.0 and post-COVID-19 pandemic, public awareness of the importance of life insurance is increasing. Factors such as product knowledge, risk, and brand trust greatly influence insurance purchasing decisions. This study will examine the influence of these factors on life insurance purchasing decisions in Palembang City, a large city with increasing complexity of financial needs. The aim of this research is to determine the influence of product knowledge, consumer risk and consumer trust on life insurance purchasing decisions in Palembang City. This research uses descriptive and causal research. The research results of Product Knowledge, Risk and Brand Trust have a significant influence on Life Insurance Purchasing Decisions in Palembang City. The variables Product Knowledge (X1), Risk Awareness (X2) and Brand Trust (X3) can explain most of the variation in Purchasing Decisions (Y) and the remaining 40.7% of the variation in purchasing decisions is influenced by other factors not included in in this regression model. Keywords: Product Knowledge, Risk Awareness, Brand Trust, Purchase Decision

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