Analisis Keputusan Pembelian Asuransi secara Online pada Konsumen Gen X dan Milenial di Indonesia
Sugesko1) Rahmat Hidayat2) Bambang Widjajanta3) Ratih Hurriyati4)

Universitas Pendidikan Indonesia (UPI)
Doktor Ilmu Manajemen
Jl. Dr. Setia Budi No. 229 Bandung

Abstract

The trend of selling insurance online is currently increasing quite rapidly. Almost all insurance company focus on developing insurance marketing and sales through internet/digital media. This study analyzes the factors related to online insurance purchasing decisions made by consumers of gen X and millennials. The approach used is qualitative through a literature review related to the research topic. Based on research, it was found that online insurance purchasing decisions are influenced by trust factor with company reputation, service quality, technology and social influences as mediating factors with uncertainty and price as moderating factor. Suggestions for the future are to do in-depth research, especially with the diverse demographic background in Indonesia and more specific online insurance products.

Keywords: Online Insurance, Trust, Price, Company Reputation, Service Quality, Technology, Social Influence, and Purchase Decision.

Topic: Marketing Management