THE ADOPTION OF DIGITAL INSURANCE AMONG COLLEGE STUDENT

• Main Author: Arosa, Feri
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/41138
• Institution: Institut Teknologi Bandung

This study aims to answer the research gap from the previous researchers, Gambler et al that stated there is no previous research could be found about digital insurance while the other financial technology product like digital wallet and digital banking is much richer in the academics research field. In addition, Gambler et al also recommended for future research to conduct the study on digital insurance field specifically about current adoption and factors that affect the adoption of digital insurance. Since the literature review on this field is extremely thin. Based on the issue, this research aims to reveal: (1) current adoption of digital insurance among college students, (2) factors that influence significantly towards adoption of digital insurance among college students (3) recommendation based on the findings to increase the adoption level of digital insurance. The researcher is using Technology Acceptance Model (TAM) to asses the factors that affect the adoption of digital insurance, moreover this study also explore the level of digital savviness among college student, since digital savviness is strongly related with the level of its adoption. The data is collected through online questionnaires that is adopted from previous studies. The questionnaire was distributed by convenience method to relative friends. The online questionnaires is divided into 4 section, those are Demoghraphics, lifestyle, current adoption, and variables. The demoghraphics and lifestyle are used to formulate the style fact and digital savviness among college students that would be used to generate the recommendation. For current adoption, the researchers measure from the questionnaire in section 3, while section 4 is used to investigate the factors that significantly influence towards adoption of digital insurance using Path Analysis. The researcher used SPSS statistical software in the processing data with several tests such as reliability, validity, normality, multicollinearity, heteroscedasticity, autocorrelation, linearity,. This study found that the current adoption of digital insurance is only 10.7% which remains low. In addition, Perceived Ease of Use is considered as the the most significant factors that influence towards adoption of digital insurance then followed by Relative Advantage, Perceived Usefulness, Customer Trust and Customer Awareness. Another interesting findings in this research is the style fact and digital savviness, where female is considered has digital savviness level higher than male, Jabodetabek and Jabar is considered as location that has the highest digital savviness and college students who have an income more than four millions are found have digital savviness higher among those who have an income less than four millions. Based on the analysis, the researcher found that developing program that strongly related with optimizing Perceived Usefulness to increase the customer awareness is one of the strategic recommendation to increase the adoption of digital insurance among college students, as recommendation for increasing its penetration, college students from Jabodetabek and Jabar is considered as a strategic place to market digital insurance.