Determined Brand Trust in Insurance: The Effect of Brand Image and Brand Awareness on Purchase Intention (An Empirical Study on BCA Insurance)


Authors : Riyoko Yudhi Wibowo, Djumarno, Dudi Permana

Volume/Issue : Volume 4 - 2019, Issue 7 - July

Google Scholar : https://goo.gl/DF9R4u

Scribd : https://bit.ly/2LfNhqM

 Purpose The purpose of this study was to examine the effect of brand trust in mediating brand awareness and brand image with purchase intention in general insurance market.  Design/methodology One hundred and two respondents from different ages. These respondents are consumers who have buy policy from BCA Insurance. Respondents were asked to answer questionnaires regarding their opinions about the awareness of the brand, image of the brand, and trust. The results obtained were analyzed by SEM (structural equation modeling).  Findings Brand trust is able to mediate brand awareness and brand image with purchase intention in BCA Insurance.  Originality/Value This research focused on four variables which is brand awareness, brand image, brand trust and purchase intention. The research was conduct on General Insurance product, and with this it can be seen how these variables influence someone purchase intention.

Keywords : Brand Awareness, Brand Image, Brand Trust, Purchase Intention.

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