Abstract:
In general, unexpected risks are a part of life, and one of these hazards has an impact on
income and how important life insurance is to society as a whole in maintaining the
current standard of living. Life insurance protects consumers from unforeseen financial
losses brought on by premature death or extended life. this study aims to determine which
variables are significantly related to the intention to purchase life insurance products as a
tool to obtain a prosperous living standard, by using the variables of life risk and priority
as independent variables. This study employed primary quantitative research to collect
data through the distribution of questionnaires via social media platforms such as
Whatsapp, Line, and Instagram, this research was able to collected 142 qualified
participants. According to the findings of this study, one of the five hypotheses provided
has no influence on the dependent variable, while the other four hypotheses have an effect.
The first independent variable has an effect on the dependent variable, hence the
hypothesis Ha1 is partially accepted while the null hypothesis Ho1 is rejected. The second
hypothesis is that Ha2 is accepted but Ho2 is rejected, along with the initial variable. Ha3
is accepted whereas Ho3 is denied, while the other two independent variables are also
accepted. In the fourth hypothesis, it may be concluded that Ho4 is accepted and Ha4 is
rejected since variable X1 has no partial influence on variable Z, with variable Y serving
as a moderator. The last hypothesis has been validated by Ha5 and Ho5 has been rejected
because variable X2 is simultaneously influenced by variables Z and Y as the the
moderator. The conclusion of this study is that the public lacks confidence in life
insurance products that can be used as an investment instrument. This may be due to a
lack of information or a negative experience with insurance, which may be the result of
insurance salespeople who do not provide clear information.
