Abstract:
Life insurance is not a primary need, so the purchase of these products are not really high. So, those who buy it actually for person who aware of the important of life insurance. This study will analyse the influence of insurance awareness, motivation and service quality toward life insurance purchase intention in SCBD. Data collection used is questionaries spread to people around SCBD. The research population is unknown and researchers used a Convenience sampling technique. Data analysis used Multiple Regression Model Result, T-Test, F-Test and Coefficient of correlation (R) and Coefficient of Determination (R2). The result of this study show that there is significant influence of insurance awareness toward life insurance purchase intention in SCBD, There is no significant influence of motivation toward life insurance purchase intention in SCBD and the last is there is significant influence of service quality toward life insurance purchase intention in SCBD. Based on the result calculated used SPSS 23.0 shown that the adjusted R square value is 0.583. it means that 58% of life insurance purchase intention are contributed by insurance awareness, motivation and service quality.
