THE INFLUENCE OF MANADO GENERATION-Z’S PERCEPTION AND ATTITUDE TOWARD THE PURCHASE INTENTION ON LIFE INSURANCE

Abstract

The idea of life insurance act as safety net during different times, especially during unprecedented times such as pandemic makes life insurance even more important. The existence of life insurance now has been looked by gen-Z which usually associated with youngster and tendency of having hedonistic traits within their daily lives, gen-Z have their own perception and attitude toward certain products which make have the tendency to purchase a certain goods. Perception and attitude are two types of variables that might influence consumer purchasing intentions. This study aims to analyze and gain a more comprehensive understanding of the effect of Perception (X₁) and Attitude (X₂) on Purchase Intention (Y) of life insurance product. The researcher conducted this research through quantitative methods. The multiple linear regression analysis method is used to analyze the effect of the independent variable on the dependent variable. This study conducts with 100 people from Generation Z who have the awareness and intention to make purchases of life insurance products as the respondents. The result of this study found that perception and attitude partially has positive effect on purchase intention of life insurance and the result has also shown that perception and attitude simultaneously have a positive effect on purchase intention on life insurance.

 

Keywords: Perception, attitude, purchase intention.