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.
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