Pengaruh Pengaruh Literasi Asuransi dan Promosi Terhadap Minat Berasuransi Syariah Dengan Kepercayaan Sebagai Variabel Mediasi
DOI:
https://doi.org/10.30736/jes.v11i1.1227Keywords:
Insurance Literacy, Promotion, Trust, Interest, Islamic InsuranceAbstract
Abstract: This study aims to examine the influence of insurance literacy and promotion on millennials’ interest in Islamic insurance, with trust as a mediating variable. Using a quantitative approach and the SEM-PLS method, data were collected from 162 millennial respondents in Jabodetabek. The findings show that insurance literacy and promotion simultaneously and significantly affect trust. Individually, both also have significant effects, indicating that understanding and effective promotion strategies foster trust in Islamic insurance products. Furthermore, literacy, promotion, and trust both simultaneously and individually significantly influence interest, highlighting the role of knowledge, marketing communication, and confidence in increasing millennial interest in Islamic insurance. The indirect effect analysis reveals that trust significantly mediates the relationship between promotion and interest, but not between literacy and interest. Thus, promotion plays a crucial role in influencing interest both directly and through trust. These findings suggest that Islamic insurance companies should develop educational and trust-building promotional strategies to enhance millennial engagement with sharia-compliant insurance products.
Keywords: Insurance Literacy, Promotion, Trust, Interest, Islamic Insurance
References
Ajzen, Icek. “The Theory of Planned Behavior,” 1991.
Al-Yasa Basar, M, Nurma Sari, Eka Nurlina, and Novi Indriyani Sitepu. “Determinan Minat Berasuransi Syariah Pada Masyarakat Kota Banda Aceh.” Jurnal Ilmiah Mahasiswa Ekonomi Islam 5, no. 1 (2023):
Aristyanto, Erwan, Allen Pranata Putra, and Riduwan. “Pengaruh Religiusitas, Pelayanan Dan Tarif Premi Terhadap Kepuasan Nasabah Asuransi Syariah Dengan Minat Berasuransi Syariah Sebagai Variabel Intervening Di Perusahaan Asuransi Syariah Cabang Surabaya.” Perisai : Islamic Banking and Finance Journal 5, no. 2 (2021): 174–203. https://doi.org/10.21070/perisai.v5i2.1508.
Azri, Ahmad Danil, Muhammad Rezki, and Muhammad Aji Purwanto. “Pengaruh Literasi Keuangan Syariah Terhadap Keputusan Memilih Asuransi Syariah.” Dalwa Islamic Economic Studies 3, no. 1 (2024): 153–69. https://doi.org/10.38073/dies.v3i1.1514.
Bengkalis, Stain. “Literasi Syariah Terhadap Minat Pemilihan Produk Asuransi Syariah” 1 (2024):
Buchori, Ahmad, Nurhayati Nurhayati, and Richy Wijaya W. “Pengaruh Literasi Keuangan Dan Kepercayaan Terhadap Minat Beli Produk Asuransi Di Kalangan Mahasiswa.” Ecosains: Jurnal Ilmiah Ekonomi Dan Pembangunan 11, no. 2 (2022): https://doi.org/10.24036/ecosains.12070757.00.
Caniago, Aspizain, and Wuli Sudarmi. “Analisis Pengaruh Kepercayaan Dan Motivasi Karyawan Terhadap Kinerja Perusahaan.” Jurnal Lentera Bisnis 10, no. 1 (2021): https://doi.org/10.34127/jrlab.v10i1.404.
Fauzi, Ahmad, and Indri Murniawaty. “Pengaruh Religiusitas Dan Literasi Keuangan Syariah Mahasiswa Terhadap Minat Menjadi Nasabah Di Bank Syariah.” EEAJ Economic Education Analysis Journal 9, no. 2 (2020): 473–86. https://doi.org/10.15294/eeaj.v9i2.39541.
Ghozali. Partial Least Square Konsep, Teknik, Dan Aplikasi Menggunakan Program SmartPLS 3.2.9 Untuk Penelitian Empiris (3rd Ed.). Semarang : Badan Penerbit Universitas Dipenogoro. ISBN: 979-704-300-2., 2021.
Hair, Joseph F., G.Tomas Hult, Christian Ringle, and Marko Sarstedt. A Primer on Partial
Least Squares Structural Equation Modeling (PLS-SEM) - Joseph F. Hair, Jr., G. Tomas M. Hult, Christian Ringle, Marko Sarstedt. Sage, 2017.
Hanafi, Lusiana Ayu Agustina. “Pengaruh Pendapatan, Pengetahuan Produk Dan Promosi Terhadap Minat Masyarakat Dalam Berasuransi Syariah (Studi Pada Desa Kabandungan Kabupaten Sukabumi)” 7, No. 1 (2021).
Irfan, Raudhatul jannah, Farid Fathony Ashal, and Riza Aulia. “Analisis Faktor-Faktor Yang Mempengaruhi Keputusan Generasi Milenial Terhadap Minat Beli Produk Asuransi Jiwa Syariah.” JIHBIZ :Global Journal of Islamic Banking and Finance. 2, no. 1 (2020): 34. https://doi.org/10.22373/jihbiz.v2i1.8578.
Mahmuda, Imaniar, and Umi Karimatul Azizah. “Studi Komparasi Asuransi Syariah Dengan Asuransi Konvensional,” 2019.
Muksal, Muksal, Ayumiati Ayumiati, and Teuku Fariz Yuliadra. “Faktor-Faktor Yang Mempengaruhi Minat Nasabah Memilih Asuransi Syariah.” JPSDa: Jurnal Perbankan Syariah Darussalam 3, no. 2 (2023): 148–60. https://doi.org/10.30739/jpsda.v3i2.2165.
OJK. “Laporan Perkembangan Keuangan Syariah Indonesia 2024,” 2024.
Pramudya, Rama Muhamad, and Mira Rahmi. “Pengaruh Literasi Asuransi, Religiusitas, Dan Kualitas Pelayanan Terhadap Minat Generasi Milenial Menggunakan Asuransi Syariah.” Journal of Islamic Economics and Finance Studies 3, no. 1 (2022): 70. https://doi.org/10.47700/jiefes.v3i1.4350.
Puspita, Erna, and Maratus Solikah. “Faktor-Faktor Yang Mempengaruhi Minat Penggunaan E-Money Pada Generasi Milenial.” Jurnal Riset Akuntansi Aksioma 21, no. 1 (2022): 29–41. https://doi.org/10.29303/aksioma.v21i1.154.
Ramadhan, Ridho. “Pengaruh Literasi Terhadap Minat Masyarakat Berasuransi Jiwa Pada Asuransi Syariah Di Banda Aceh,” 2023, xix+107.
Rosita, Rahmi. “Faktor Yang Mempengaruhi Perilaku Generasi Milenial Terhadap Keputusan Menggunakan Aplikasi Grabfood.” Jurnal Lentera Bisnis 9, no. 1 (2020): https://doi.org/10.34127/jrlab.v9i1.348.
Seltina, Indah, and Iswan Sah. “Pengaruh Literasi Keuangan Dan Inklus Keuangan Pada Sektor Asuransi Syariah.” Neraca Manajemen, Ekonomi 5, no. 9 (2024):.
Sugiyono. Metode Penelitian Pendekatan Kuantitatif, Kualitatif, Dan R&D., 2022.
Tila, Laba, Mukhsinun Mukhsinun, and Utihatli Fursotun. “Dasar Hukum Dan Prinsip Asuransi Syariah Di Indonesia.” Jurnal Labatila 2, no. 01 (2019): 53–73. https://doi.org/10.33507/lab.v2i01.107.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Taufik Ramdan, Izzani Ulfi, Andina Dwi Iryanti
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Copyright Notice
Authors who publish with this journal agree to the following terms:
- Copyright on any article is retained by the author(s).
- The author grants the journal, right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work’s authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal’s published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
- The article and any associated published material is distributed under the Creative Commons Attribution-ShareAlike 4.0 International License
