ENHANCING YOUNG GENERATION INTENTION TO USE LIFE INSURANCE IN INDONESIA

The purpose of this research was to analyze the influence of perceived benefit, perceived risk, trust in brand, and trust in salesperson toward intention of the use of life insurance on young generations in Indonesia. In this research, there were 350 respondents who were 17–25 years old, still conducting their studies in bachelor degree, and unmarried. The analysis used in this research was structural equation modeling (SEM). In processing the data, the researchers used Amos version 21 software. The result of this research showed that: first, perceived benefit has positive and significant influence on intention to use life insurance; second, perceived risk has negative but not significant influence on intention to use life insurance; third, trust in salesperson has positive but not significant influence on intention to use life insurance; fourth, trust in brand has positive and significant influence on intention to use life insurance. This study propose both empirical and theoritical implication.