Factors Affecting Insurance Purchase Tendencies

Oct 13, 2025 by wbrum.org 97 views

Introduction

Indonesia, with its rapid economic growth and a population of almost 240 million, presents a vast market potential for various companies, including those in the service sector such as loss insurance. Despite the broad market potential, the total insurance penetration in Indonesia only reaches around 1.77 percent of Gross Domestic Product (GDP), which is significantly lower than neighboring countries such as Singapore (6.03 percent) and Malaysia (4.8 percent). In this context, loss insurance companies must formulate an effective strategy to dominate the market.

Background of the Study

One striking example is AIG Insurance Medan Branch, which applied a policy to increase the price of motor vehicle insurance premium prices in 2009. This policy resulted in a decrease in the number of customers and premium receipts from year to year. This situation shows that the strategies applied are not in line with the expectations and tendencies of the community to insurance products. The purpose of this study was to evaluate whether the insurance premium tariff increase policy in that year influenced the decline in public interest in buying loss insurance. In addition, this research also wants to find out how much influence the price/premium rates on customer tendencies in choosing insurance products.

Research Purposes

The primary objective of this study is to analyze the factors affecting community trends on loss insurance products, with a focus on the AIG Insurance Medan Branch as a case study. The research aims to:

Evaluate the impact of the insurance premium tariff increase policy on public interest in buying loss insurance
Identify the factors influencing customer tendencies in choosing insurance products
Determine the significance of price/premium rates on customer behavior

Factors Affecting Insurance Purchase Tendencies

In this analysis, the 7P marketing mix is employed to examine the factors affecting insurance purchase tendencies. The 7P marketing mix consists of:

Product (Product): Quality and type of insurance product offered
Price (Price): The amount of premium rates charged
Distribution Channel (Place): The way of insurance product is reached by consumers
Promotion (Promotion): Marketing and communication strategies used to attract consumer attention
Participants/People (People): Quality of service and interaction between insurance and consumers
Process (Process): Flow and Procedure in Purchasing and Insurance Claims
Physical Environment (Physical Evidence): Physical evidence that shows that the insurance product can be trusted

Research Methodology

Data collection methods are carried out through primary data sources with questionnaires and secondary data from various literature, journals, and official publications. Data analysis was carried out using multiple linear regression with the help of the SPSS 20 program.

Research Result

The results showed that the price factor (price) is the most dominant element that affects the tendency of the community to buy loss insurance. An increase in premium prices has the potential to reduce the attractiveness of insurance products in the eyes of consumers. In addition, the process (process) and participant (people) also proved to have a significant impact on increasing the number of customers and premium receipts. Conversely, the factors of the distribution channel (place) and product (product) did not show a significant effect on the people's decision to buy insurance.

Conclusion

From the analysis conducted, it can be concluded that the strategy taken by AIG Insurance Medan Branch in 2009 is ineffective because it ignores the price factor that is key in attracting public interest. Loss insurance companies need to pay attention to elements in the marketing mix to formulate strategies that are more in line with market desires. This is an important lesson for other companies in the insurance industry to maximize existing potential in Indonesia, while increasing insurance penetration that is still relatively low. Applying the right strategy by understanding the tendency of society is a crucial step to achieve success in this industry.

Implications of the Study

The findings of this study have significant implications for loss insurance companies in Indonesia. The results suggest that companies should focus on pricing strategies that are competitive and attractive to consumers. Additionally, companies should prioritize the quality of service and interaction between insurance and consumers to increase customer satisfaction and loyalty. By understanding the factors affecting community trends on loss insurance products, companies can develop effective strategies to dominate the market and increase insurance penetration in Indonesia.

Limitations of the Study

This study has several limitations that should be acknowledged. Firstly, the study is limited to a single case study, which may not be representative of the entire insurance industry in Indonesia. Secondly, the study relies on secondary data and questionnaires, which may be subject to biases and limitations. Finally, the study only examines the factors affecting community trends on loss insurance products and does not consider other factors that may influence customer behavior.

Future Research Directions

Future research should build on the findings of this study by examining other factors that influence customer behavior in the insurance industry. Additionally, research should be conducted to explore the impact of pricing strategies on customer behavior and loyalty. Furthermore, research should be conducted to examine the role of technology in shaping customer behavior and loyalty in the insurance industry.

References

AIG Insurance Medan Branch. (2009). Annual Report.
Indonesia Insurance Association. (2019). Insurance Industry Report.
SPSS 20. (2012). User's Guide.
Various literature and journals on insurance industry and marketing mix.

Introduction

In our previous article, we analyzed the factors affecting community trends on loss insurance products, with a focus on the AIG Insurance Medan Branch as a case study. The study aimed to evaluate the impact of the insurance premium tariff increase policy on public interest in buying loss insurance and identify the factors influencing customer tendencies in choosing insurance products. In this Q&A article, we will address some of the most frequently asked questions related to the study.

Q: What was the main objective of the study?

A: The primary objective of the study was to analyze the factors affecting community trends on loss insurance products, with a focus on the AIG Insurance Medan Branch as a case study. The research aimed to evaluate the impact of the insurance premium tariff increase policy on public interest in buying loss insurance and identify the factors influencing customer tendencies in choosing insurance products.

Q: What were the key findings of the study?

A: The study found that the price factor (price) is the most dominant element that affects the tendency of the community to buy loss insurance. An increase in premium prices has the potential to reduce the attractiveness of insurance products in the eyes of consumers. In addition, the process (process) and participant (people) also proved to have a significant impact on increasing the number of customers and premium receipts.

Q: What are the implications of the study for loss insurance companies in Indonesia?

A: The findings of the study have significant implications for loss insurance companies in Indonesia. The results suggest that companies should focus on pricing strategies that are competitive and attractive to consumers. Additionally, companies should prioritize the quality of service and interaction between insurance and consumers to increase customer satisfaction and loyalty.

Q: What are the limitations of the study?

A: This study has several limitations that should be acknowledged. Firstly, the study is limited to a single case study, which may not be representative of the entire insurance industry in Indonesia. Secondly, the study relies on secondary data and questionnaires, which may be subject to biases and limitations. Finally, the study only examines the factors affecting community trends on loss insurance products and does not consider other factors that may influence customer behavior.

Q: What are the future research directions based on the study?

A: Future research should build on the findings of this study by examining other factors that influence customer behavior in the insurance industry. Additionally, research should be conducted to explore the impact of pricing strategies on customer behavior and loyalty. Furthermore, research should be conducted to examine the role of technology in shaping customer behavior and loyalty in the insurance industry.

Q: What are the recommendations for loss insurance companies in Indonesia based on the study?

A: Based on the study, we recommend that loss insurance companies in Indonesia should:

Focus on pricing strategies that are competitive and attractive to consumers
Prioritize the quality of service and interaction between insurance and consumers to increase customer satisfaction and loyalty
Develop effective marketing and communication strategies to attract consumer attention
Improve the flow and procedure in purchasing and insurance claims to increase customer satisfaction

Q: What are the benefits of understanding the factors affecting community trends on loss insurance products?

A: Understanding the factors affecting community trends on loss insurance products can help loss insurance companies in Indonesia to:

Develop effective marketing and communication strategies to attract consumer attention
Improve the quality of service and interaction between insurance and consumers to increase customer satisfaction and loyalty
Increase customer retention and loyalty
Increase premium receipts and revenue

Q: What are the next steps for loss insurance companies in Indonesia based on the study?

A: Based on the study, we recommend that loss insurance companies in Indonesia should:

Conduct further research to explore other factors that influence customer behavior in the insurance industry
Develop and implement effective pricing strategies that are competitive and attractive to consumers
Improve the quality of service and interaction between insurance and consumers to increase customer satisfaction and loyalty
Develop effective marketing and communication strategies to attract consumer attention.