PENGARUH KESADARAN, NORMA SUBYEKTIF DAN KEPERCAYAAN TERHADAP INTENSI MENGGUNAKAN PRODUK ASURANSI SYARIAH DENGAN PENGETAHUAN SEBAGAI VARIABEL MODERASI DI PEKANBARU

Abstract

Indonesia is a country with the largest Muslim population in the world,
but in reality the Sharia insurance industry is still far behind compared to the
conventional insurance industry. Therefore, it is necessary to know what factors
can increase people's intention towards Sharia insurance. The study conducted in
Pekanbaru and aimed to know the effect of awareness, subjective norm, and trust
moderated by knowledge towards intention of shariah insurance. Population are
citizen of Muslim Pekanbaru who has ever heard, read and known about shariah
insurance product. Samples taken by purposive sampling that consists of 166
respondents. Variables used are awareness, subjective norm and trust as
exogeneous, knowledge as moderating and intention as endogeneous variable.
Data analyzed by using descriptive and SEM-PLS assisted by WarpPLS 6.0. The
study reveals that subjective norm and trust have positive and significant effect
towards intention, while awareness has no significant effect. The role of
moderating effect of knowledge only occurs signicantly and negatively for the
effect of awareness towards intention, but it doesn’t work for the subjective norm
and trust.