Meningkatkan Keputusan Pembelian Asuransi Nasabah Bank BJB Cabang Semarang
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Abstract
Keputusan pembelian produk asuransi dipengaruhi oleh berbagai faktor yang berkaitan dengan kemampuan konsumen memahami produk keuangan dan tingkat kepercayaan terhadap penyedia layanan. Meskipun literasi keuangan terus menjadi perhatian dalam pengembangan sektor jasa keuangan, perannya bersama kepercayaan dalam membentuk keputusan pembelian asuransi masih memerlukan pengujian empiris. Penelitian ini bertujuan menganalisis pengaruh literasi keuangan dan kepercayaan terhadap keputusan pembelian asuransi pada nasabah Bank BJB Cabang Semarang. Penelitian menggunakan pendekatan kuantitatif dengan metode survei, sedangkan data dianalisis menggunakan regresi linear berganda. Hasil penelitian menunjukkan bahwa literasi keuangan dan kepercayaan memberikan pengaruh positif terhadap keputusan pembelian asuransi, baik secara individual maupun simultan. Kepercayaan menjadi faktor yang paling dominan dalam memengaruhi keputusan nasabah, menunjukkan bahwa keyakinan terhadap kredibilitas lembaga dan produk memiliki peran yang lebih kuat dibandingkan pemahaman finansial semata. Temuan ini memberikan implikasi bagi industri perbankan dan asuransi untuk mengintegrasikan program peningkatan literasi keuangan dengan strategi membangun kepercayaan nasabah guna mendorong keputusan pembelian yang berkelanjutan.
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