ANALYSIS OF FACTORS INFLUENCING PURCHASE DECISIONS. PERCEPTION STUDY WITHIN THE FORMER INSURANCE POLICY HOLDERS OF JIWASRAYA WHO AGREED TO PROCEED WITH POLICY RESTRUCTURING PROGRAM TO PT ASURANSI JIWA IFG (PT IFG LIFE).

• Main Author: Rizki Mardhiana, Hasna
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/68234
• Institution: Institut Teknologi Bandung

This research examined the significance of the factors that influence the purchase decisions within the perception of the former Jiwasraya insurance policy holders who had migrated their policies to PT Asuransi Jiwa IFG (IFG Life). The purchase decision variable is measured by applying the Theory of Planned Behavior (TPB) developed by Ajzen (1991). The Theory of Planned Behavior concludes how the variable of purchase intention can be used to predict purchase behavior through measuring a person’s attitude, subjective norm, and perceived behavioral control. However, not all purchase intentions are manifested into purchase decision. Thus, this research also examined the gap between purchase intention and purchase decision through measuring the mediating variable of implementation intentions, a concept developed by Carrington and Neville (2010), and the two intervening factors developed by Kotler and Keller (2009), namely attitudes of others and unanticipated situational factors. This research used quantitative approach with distributing questionnaires as the main instruments. Questionnaires were personally administered to the respondents who were regarded fit the criteria, such as previously owned Jiwasraya insurance policy products and agreed to proceed with the policy restructuring program to IFG Life. The responses from the respondents were then being processed using SmartPLS 3.3.9 application to get the results of the Partial Least Square Structural Equation Modeling (PLS SEM) analysis. The findings of this research proved that attitude and subjective norm have significant influence on purchase intention, and that purchase intention has significant influence on purchase decisions. Further findings showed that purchase intention significantly mediates the relationship between attitude and purchase decisions, as well as the relationship between subjective norm and purchase decision. Moreover, implementation intention were found to significantly mediate the relationship between purchase intention and purchase decision. However, the remaining variables such as perceived behavioral control, attitudes of others, and unanticipated situational factors were shown to not have any relationships among the proposed framework.