Authors :
Achmad Fauzi; Dr. Andyan Pradipta Utama; Akhmad Arfan
Volume/Issue :
Volume 8 - 2023, Issue 7 - July
Google Scholar :
https://bit.ly/3TmGbDi
Scribd :
https://tinyurl.com/vthdpjf3
DOI :
https://doi.org/10.5281/zenodo.8269160
Abstract :
Objective of this research is to determine and
analyze the effect of Attitude Toward Behavior,
Subjective Norm, and Perceived Behavioral Control on
interest in private health insurance participation with
Trust as a mediator. The population in this study were
private private health insurance participants located in
Jabodetabek. Sampling was carried out using purposive
sampling, with the criteria of consumers who are in
Jabodetabek and are participants or have been
participants in private health insurance. Sampling of 202
respondents. This study uses a structural equation model
as an analytical method. The results of this study
indicate that Attitude Toward has a positive and
significant effect on Trust. Furthermore, the Subjective
Norm does not have a significant direct effect on Trust.
Meanwhile, Perceived Behavioral Control has a
significant direct effect on Trust. Furthermore, Trust
has a positive and significant effect on Purhcase
Intention, Attitude Toward has a positive and significant
effect on Purhcase Intention, Subjective Norm has a
positive and significant effect on Purhcase Intention, but
Perceived Behavioral Control does not have a direct and
significant effect on Purhcase Intention. Then when
viewed from the mediating factor, then Trust mediates
the relationship between Attitude Toward and Purchase
intention, while Trust does not mediate the relationship
between Subjective Norm and Purchase intention, then
Trust mediates the relationship between Perceived
Behavioral Control and Purchase intention.
Keywords :
Health Insurance, Theory Planned Behavior, Attitude Toward Behavior, Subjective Norm, Perceived Behavioral Control, Trust, Purchase Intention.
Objective of this research is to determine and
analyze the effect of Attitude Toward Behavior,
Subjective Norm, and Perceived Behavioral Control on
interest in private health insurance participation with
Trust as a mediator. The population in this study were
private private health insurance participants located in
Jabodetabek. Sampling was carried out using purposive
sampling, with the criteria of consumers who are in
Jabodetabek and are participants or have been
participants in private health insurance. Sampling of 202
respondents. This study uses a structural equation model
as an analytical method. The results of this study
indicate that Attitude Toward has a positive and
significant effect on Trust. Furthermore, the Subjective
Norm does not have a significant direct effect on Trust.
Meanwhile, Perceived Behavioral Control has a
significant direct effect on Trust. Furthermore, Trust
has a positive and significant effect on Purhcase
Intention, Attitude Toward has a positive and significant
effect on Purhcase Intention, Subjective Norm has a
positive and significant effect on Purhcase Intention, but
Perceived Behavioral Control does not have a direct and
significant effect on Purhcase Intention. Then when
viewed from the mediating factor, then Trust mediates
the relationship between Attitude Toward and Purchase
intention, while Trust does not mediate the relationship
between Subjective Norm and Purchase intention, then
Trust mediates the relationship between Perceived
Behavioral Control and Purchase intention.
Keywords :
Health Insurance, Theory Planned Behavior, Attitude Toward Behavior, Subjective Norm, Perceived Behavioral Control, Trust, Purchase Intention.
