THE INFLUENCE OF INCOME, RISK, INSURANCE PREMIUM AND INFORMATION ON THE PURCHASING DECISION OF HEALTH INSURANCE PRODUCTS ( A CASE STUDY OF PT. PRUDENTIAL LIFE ASSURANCE SOUTH JAKARTA AREA )

Abstract

This research aims to ascertain the influence of factors on the purchasing decision of health insurance product. The factors are the independent variables of income (X1), risk (X2), insurance premium (X3), and information (X4) with the dependent variable is the purchasing decision of health insurance product. In this research, the researcher used a case study on PT. Prudential Life Assurance South Jakarta Area. To find out how the influence of independent variable of the dependent variable used a simple regression analysis with T-test analysis. The sample of this research is 100 respondents from the customers of health insurance products on PT Prudential Life Assurance in the South Jakarta area, while the sampling using non-probability sampling which is a type of random selection of samples. To analyze this research, the testing is done by the validity and reliability test and hypothesis testing by T-test. The coefficient of determination (adjusted R2) value is different in each variable and the most influence is information (X4) with the values is 0.458. It shows that 45.8% the dependent variable of purchasing decision is influenced by the independent variables. The T-test shows that all of the independent variables have positive relationship and significantly influences the dependent variable.