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The The Effect of Service Quality and Promotion on Purchase Intention Mediated by Trust (Case Study: PT China Taiping Insurance Indonesia)

Achmad Buchori, Yuli Harwani
European Journal of Business and Management Research , Volume 6, pp 44-47; doi:10.24018/ejbmr.2021.6.2.764

Abstract: This study aims to analyze the effect of service quality and promotion on purchase intention mediated by trust. The object of this study is PT China Taiping Insurance Indonesia and the number of samples used in this study 170 respondents using the heir formula calculation method which was multiplied by 5. The sampling method used purposive sampling method, the data collection method used the questionnaire method and data analysis used Partial Least. Square (PLS). The results show that service quality has a positive and significant effect on trust, promotion has a significant effect on trust, trust has a positive and significant effect on purchase intention, service quality has a positive and significant effect on purchase intention, promotion has a positive and significant effect on purchase. intention, service quality has a positive and significant effect on purchase intention through trust, and promotion has a positive and significant effect on purchase intention through trust.
Keywords: service quality / Indonesia / purchase intention / Taiping / mediated / trust / Insurance

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