Does customer engagement matter? Investigating brand trust toward insurance purchase intention in the post-pandemic era in Indonesia
Despite the urgency, the insurance penetration rate in Indonesia has been relatively low compared to other countries, even amid the pandemic. The lack of insurance literacy, trust in financial institutions, and the existence of asymmetry information has made people in Indonesia not purchase insuran...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
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The Management Institute, Faculty of Economics, Universitas Andalas
2022-11-01
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| Series: | AMAR (Andalas Management Review) |
| Subjects: | |
| Online Access: | http://amareview.fekon.unand.ac.id/index.php/amar/article/view/154 |
| _version_ | 1797804708953325568 |
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| author | I Made Sindhu Yoga Ida Nyoman Basmantara Nyoman Sri Manik Parasari |
| author_facet | I Made Sindhu Yoga Ida Nyoman Basmantara Nyoman Sri Manik Parasari |
| author_sort | I Made Sindhu Yoga |
| collection | DOAJ |
| description |
Despite the urgency, the insurance penetration rate in Indonesia has been relatively low compared to other countries, even amid the pandemic. The lack of insurance literacy, trust in financial institutions, and the existence of asymmetry information has made people in Indonesia not purchase insurance products. The pandemic has caused people to realize how important insurance is to help their financial stability. Therefore, this study aimed to investigate customer behaviour in the insurance market during the post-pandemic. This research was conducted in Indonesia because of its low insurance penetration rate. The population of this research was insured people, while the sample's criteria were those aged between 30 to 55 years old, were guaranteed after the pandemic began, located in Indonesia, and still have an active income. This study used a quantitative method and measured the value weight using the 5-scale Likert Scale. The outcomes show that brand trust is vital in affecting insurance purchase intention. This research finds that customer engagement plays a positive but insignificant role in moderating the relationship between brand trust and purchase intention. The implications and suggestions also describe in this paper
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| first_indexed | 2024-03-13T05:41:14Z |
| format | Article |
| id | doaj.art-fabe15d9a50f40bcac3d987c28160e95 |
| institution | Directory Open Access Journal |
| issn | 2476-9282 2548-155X |
| language | English |
| last_indexed | 2024-03-13T05:41:14Z |
| publishDate | 2022-11-01 |
| publisher | The Management Institute, Faculty of Economics, Universitas Andalas |
| record_format | Article |
| series | AMAR (Andalas Management Review) |
| spelling | doaj.art-fabe15d9a50f40bcac3d987c28160e952023-06-14T01:51:10ZengThe Management Institute, Faculty of Economics, Universitas AndalasAMAR (Andalas Management Review)2476-92822548-155X2022-11-016210.25077/amar.6.2.59-75.2022Does customer engagement matter? Investigating brand trust toward insurance purchase intention in the post-pandemic era in IndonesiaI Made Sindhu Yoga0Ida Nyoman Basmantara1Nyoman Sri Manik Parasari2Faculty of economic and business, Universitas Pendidikan NasionalFaculty of economic and business, Universitas Pendidikan NasionalFaculty of economic and business, Universitas Pendidikan Nasional Despite the urgency, the insurance penetration rate in Indonesia has been relatively low compared to other countries, even amid the pandemic. The lack of insurance literacy, trust in financial institutions, and the existence of asymmetry information has made people in Indonesia not purchase insurance products. The pandemic has caused people to realize how important insurance is to help their financial stability. Therefore, this study aimed to investigate customer behaviour in the insurance market during the post-pandemic. This research was conducted in Indonesia because of its low insurance penetration rate. The population of this research was insured people, while the sample's criteria were those aged between 30 to 55 years old, were guaranteed after the pandemic began, located in Indonesia, and still have an active income. This study used a quantitative method and measured the value weight using the 5-scale Likert Scale. The outcomes show that brand trust is vital in affecting insurance purchase intention. This research finds that customer engagement plays a positive but insignificant role in moderating the relationship between brand trust and purchase intention. The implications and suggestions also describe in this paper http://amareview.fekon.unand.ac.id/index.php/amar/article/view/154Insurancecustomer engagementbrand trustpurchase intentionpost-Pandemic |
| spellingShingle | I Made Sindhu Yoga Ida Nyoman Basmantara Nyoman Sri Manik Parasari Does customer engagement matter? Investigating brand trust toward insurance purchase intention in the post-pandemic era in Indonesia AMAR (Andalas Management Review) Insurance customer engagement brand trust purchase intention post-Pandemic |
| title | Does customer engagement matter? Investigating brand trust toward insurance purchase intention in the post-pandemic era in Indonesia |
| title_full | Does customer engagement matter? Investigating brand trust toward insurance purchase intention in the post-pandemic era in Indonesia |
| title_fullStr | Does customer engagement matter? Investigating brand trust toward insurance purchase intention in the post-pandemic era in Indonesia |
| title_full_unstemmed | Does customer engagement matter? Investigating brand trust toward insurance purchase intention in the post-pandemic era in Indonesia |
| title_short | Does customer engagement matter? Investigating brand trust toward insurance purchase intention in the post-pandemic era in Indonesia |
| title_sort | does customer engagement matter investigating brand trust toward insurance purchase intention in the post pandemic era in indonesia |
| topic | Insurance customer engagement brand trust purchase intention post-Pandemic |
| url | http://amareview.fekon.unand.ac.id/index.php/amar/article/view/154 |
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