Pengaruh Religiusitas, Brand Awareness, Persepsi Kegunaan, Persepsi Risiko, Dan Persepsi Kualitas Terhadap Minat Berasuransi Syariah Dengan Sikap Sebagai Variabel Mediasi Pada Generasi Milenial

The Influence of Religiosity, Brand awareness, Perceived Usefulness, Perceived Risk, and Perceived Quality on Interest in Sharia Insurance, with Attitude as a Mediating Variable, Among Millennials

Rendahnya tingkat penggunaan asuransi syariah di Indonesia menunjukkan bahwa minat masyarakat terhadap produk asuransi syariah masih relatif rendah. Penelitian ini bertujuan menganalisis pengaruh religiusitas, brand awareness, persepsi kegunaan, persepsi risiko, dan persepsi kualitas terhadap minat berasuransi syariah dengan sikap sebagai variabel mediasi pada generasi milenial. Penelitian ini menggunakan metode Structural Equation Modeling-Partial Least Square (SEM-PLS) dengan aplikasi SmartPLS. Hasil penelitian menunjukkan religiusitas dan brand awareness tidak berpengaruh signifikan terhadap minat. Sikap mampu memediasi pengaruh religiusitas, brand awareness, persepsi kegunaan, dan persepsi kualitas terhadap minat berasuransi syariah. Perusahan asuransi syariah perlu meningkatkan kualitas layanan, edukasi, dan strategi pemasaran yang sesuai dengan kebutuhan generasi milenial. 

Kata Kunci: Religiusitas, Brand Awareness, Persepsi Kegunaan, Persepsi Risiko, Persepsi Kualitas, Sikap

The low adoption rate of Islamic insurance in Indonesia indicates that public interest in Islamic insurance products remains relatively low. This study aims to analyze the influence of religiosity, Brand awareness, perceived usefulness, perceived risk, and perceived quality on interest in Islamic insurance, with attitude serving as a mediating variable among millennials. This study employs the Structural Equation Modeling-Partial Least Square s (SEM-PLS) method using the SmartPLS software. The results indicate that religiosity and Brand awareness do not significantly influence interest. Attitude mediates the effects of religiosity, Brand awareness, perceived usefulness, and perceived quality on interest in sharia insurance. Sharia insurance companies need to improve service quality, education, and marketing strategies that align with the needs of the millennial generation.

Keywords: Religiosity, Brand awareness, Perceived Usefulness, Perceived Risk, Perceived Quality, Attitude