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)

Abstract

This research examined the significance of factors influencing the purchase decisions within the perception of the former Jiwasraya insurance policy holders who had migrated their policies to PT IFG Life. The purchase decision variable is measured by applying the Theory of Planned Behavior (TPB) developed by Ajzen (1991) through measuring a person’s attitude, subjective norm, and perceived behavioral control to understand their purchase intention. This research also examined the gap between purchase intention and purchase decision through measuring the mediating variable of implementation intentions (Carrington & Neville, 2010), and the two intervening factors (Kotler & Keller, 2009), namely attitudes of others and unanticipated situational factors. This research used quantitative approach by administering questionnaires to the respondents who were regarded fit the criteria. The responses from the respondents were then being processed using SmartPLS 3.3.9 application. The findings of this research proved that attitude, subjective norm, purchase intention and implementation intention have significant influence as to the proposed framework. However, the remaining variables such as perceived behavioral control, attitudes of others, and unanticipated situational factors were shown to not have any effects among the proposed framework.