Identifikasi dan Eksplorasi Faktor Pendorong Keputusan Pembelian Produk Asuransi Kesehatan Swasta: Studi Kualitatif di Jawa Timur

Permatasari, Eva Riska (2023) Identifikasi dan Eksplorasi Faktor Pendorong Keputusan Pembelian Produk Asuransi Kesehatan Swasta: Studi Kualitatif di Jawa Timur. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Terdapat kondisi peningkatan penduduk penduduk kelas menengah. Penduduk kelas menengah tersebut lebih peduli pada kesehatan salah satunya dengan cara memproteksi diri menggunakan asuransi kesehatan berkualitas. Namun, asuransi kesehatan pemerintah yaitu BPJS melakukan penghapusan sistem kelas 1,2,3 sehingga masyarakat yang ingin meningkatkan pelayanan medis atau non medis perlu menggunakan asuransi kesehatan swasta. Asuransi kesehatan swasta juga menawarkan pelayanan klaim yang lebih cepat. Namun kondisi penetrasi asuransi di Indonesia masih rendah dan masyarakat hanya mengalokasikan sedikit dari pendapatannya untuk proteksi kesehatan melalui asuransi kesehatan khususnya asuransi kesehatan swasta. Berdasarkan permasalahan yang ada, muncul urgensi untuk memahami persepsi dan faktor�faktor yang berkontribusi terhadap keputusan pembelian asuransi kesehatan swasta masyarakat di Indonesia, hal ini penting untuk membangun pemahaman yang komprehensif tentang tantangan yang dihadapi industri asuransi kesehatan swasta di Indonesia. Penelitian ini memiliki desain penelitian kualitatif dengan pengumpulan data melalui wawancara. Wawancara dilakukan di Jawa Timur dengan 19 informan yang terdiri dari konsumen dan non�konsumen asuransi kesehatan swasta. Data yang dikumpulkan kemudian dianalisis menggunakan metode qualitative content analysis menggunakan software NVivo 12 Plus dan kemudian divalidasi menggunakan teknik triangulasi. Hasil penelitian menemukan beberapa persepsi pada asuransi kesehatan swasta yaitu persepsi nilai (perceived value), persepsi mengenai pertimbangan biaya, dan kurangnya pengetahuan. Faktor-faktor pendorong keputusan pembelian asuransi kesehatan yang ditemukan pada penelitian ini diantaranya adalah faktor kelompok referensi yaitu dari pihak keluarga dan teman, praktik keagamaan dan budaya yaitu isu riba atau haram, masalah kepercayaan (trust issue), critical life event yang terdiri dari adanya pernikahan, tambahan tanggungan, dan sakit akibat kecelakaan serta faktor karakteristik pribadi yang terdiri dari usia dan gaya hidup.
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There is a condition of increasing middle-class population in Indonesia. Middle-class residents are more concerned about health, including protecting themselves with quality health insurance. However, the government health insurance, namely BPJS, has eliminated the class 1,2,3 system, so people who want to improve medical or non-medical services must use private health insurance. Private health insurance also offers faster claims services. However, insurance penetration in Indonesia is still low, and people only allocate a small amount of their income for health protection through health insurance, especially private health insurance. Based on the existing problems, there is an urgency to understand the perceptions and factors that contribute to purchasing decisions for private health insurance in Indonesia, this is important to build a comprehensive understanding of the challenges faced by the private health insurance industry in Indonesia. This study has a qualitative research design with data collection through interviews. Interviews were conducted in East Java with 19 informants consisting of consumers and non-consumers of private health insurance. The data collected was then analyzed using the qualitative content analysis method using the NVivo 12 Plus software and then validated using a triangulation technique. The study's results found several perceptions of private health insurance, namely perceived value, perceptions regarding cost considerations, and lack of knowledge. Factors driving the decision to buy health insurance found in this study include reference group factors, namely family and friends; religious and cultural practices, namely usury or haram issues; trust issues, critical life events consisting of marriage, additional dependents, and illness due to accidents as well as personal characteristic factors consisting of age and lifestyle.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Asuransi kesehatan swasta, persepsi, perilaku konsumen, faktor pendorong, keputusan pembelian,Private health insurance, perceptions, consumer behavior, driving faktors, purchasing decisions
Subjects:	H Social Sciences > HB Economic Theory > HB801 Consumer behavior. H Social Sciences > HF Commerce > HF5415.127 Market segmentation. Target marketing H Social Sciences > HF Commerce > HF5415.15 Branding (Marketing) H Social Sciences > HG Finance > HG8771 Life insurance
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Eva Riska Permatasari
Date Deposited:	02 Aug 2023 05:07
Last Modified:	02 Aug 2023 05:07
URI:	http://repository.its.ac.id/id/eprint/101145

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