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Original research
IMPACT OF CONSUMER PERCEIVED BENEFIT AND RISK TOWARDS THE PURCHASE INTENTION OF LIFE INSURANCE PRODUCTS WITH CONSUMER PERCEIVED FEAR AS A MEDIATING VARIABLE ON BANK JATIM JEMBER BRANCHPages 131-138
Habib Imaddudin,
Abstract:
The aim of this research is to determine the influence of perceived benefits
and perceived risks on intention to purchase life insurance products with
consumer perceived fear as a mediating variable. The sampling method uses
non-probability sampling with a purposive sampling technique, namely
respondents are selected based on certain criteria. Hypothesis testing in this
research uses SEM (Structured Equation Modeling) analysis and the program
used for analysis is AMOS (Analysis of Moment Structure).
The results of this study indicate that Perceived Risk significantly influences
Intention to Purchase Life Insurance Products while Perceived Benefit does
not have a significant effect. Perceived Risk also significantly influences Life
Insurance Consumer Perceived Fear while Perceived Benefit does not have a
significant influence. Lastly, Consumer Perceived Fear acts as a mediating
influence on Risk Perception on Intention to Purchase Life Insurance
Products.
Keywords: Life Insurance, Perceived Benefits, Perceived Risk, Consumer Concerns, Product Purchase Intentions.
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Imam Suroso, 
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