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  • Dedi Kusdani
    Asuransi Lippo Jakarta


The background of this research is to analize what is the effect of consumers perception to their attitude and intention towards of their actual usage on internet insurance service. There is a rapid growth in number of internet usage and users in Indonesia until 2012 for 55 million people users, thus its giving a good business opportunity in industry. For the finance business industry, the internet insurance service adoption is at the introduction stage. There are several differences between internet insurance service and common service. Therefore the insurance company needs to have a good insight of their consumer perceptions towards of internet insurance usage for improving their services. The Structural Equation Modelling used to analising the data collected proceeds by LISREL 8.70. The results of this research are there are revelations of positif effect for trust, perceived usefulness and perceived ease of use towards of attitudes and intentions to internet insurance services actual usage, howevere there are no revelations of positif effect for trust towards of intention to use.

Penelitian ini dilakukan untuk menganalisis pengaruh faktor-faktor persepsi terhadap sikap dan minat konsumen dalam hal ini nasabah asuransi untuk menggunakan layanan internet asuransi. Teknologi internet yang makin berkembang baik penggunaannya dan jumlah penggunanya di Indonesia yaitu 55 juta orang pada tahun 2012, memberikan peluang bisnis yang baik. Pada industri jasa keuangan maka industri asuransi masih baru pada tahapan awal dalam menyediakan jasa layanan produk-produk asuransi. Dengan adanya perbedaan karakteristik dari transaksi jasa layanan menggunakan media internet dibandingkan layanan transaksi langsung, merupakan suatu hal yang penting bagi pihak perusahaan jasa asuransi untuk lebih memahami hal-hal apa yang dapat mempengaruhi konsumen mereka dalam menentukan keputusan menggunakan jasa layanan transaksi internet. Metode yang digunakan untuk menganalisa pengolahan data adalah dengan SEM (Structural Equation Modelling) dengan menggunakan perangkat lunak LISREL 8.70. Penelitian ini menemukan bahwa ada pengaruh dari faktor-faktor persepsi kepercayaan, kegunaan dan kemudahan penggunaan terhadap sikap nasabah yang kemudian mempengaruhi minat untuk menggunakan layanan internet asuransi. Juga ditemukan bahwa tidak adanya pengaruh dari faktor persepsi kepercayaan terhadap minat nasabah untuk menggunakan layanan transaksi internet asuransi.


internet services
layanan internet
pengguna layanan
perceived usefulness


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Published Mar 10, 2014
How to Cite
KUSDANI, Dedi. PERSEPSI TERHADAP SIKAP DAN MINAT PENGGUNA LAYANAN INTERNET PADA PERUSAHAAN JASA ASURANSI. Jurnal Organisasi Dan Manajemen, [S.l.], v. 10, n. 2, p. 97-112, mar. 2014. ISSN 2442-9155. Available at: <>. Date accessed: 12 dec. 2017.