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.