Pengaruh Persepsi Kesehatan Pribadi dan Risiko Terpersepsi pada Minat Beli Asuransi Kesehatan Swasta: Nilai Terpersepsi sebagai Variabel Pemediasi

Abstract

This research aims to test the effect of perceived health status and perceived riskof private health insurance onpurchase decision of private health insurance,which is mediated by perceived value of government health care program (BPJS Kesehatan). BPJS Kesehatan is a compulsory health care program forIndonesian people which is organized by Indonesia government. A survey was conducted by collecting data with a total of 322 respondents. The questionnaire consists of 24 questions including perceived health, private insurance perceived risk, and BPJS perceived value, and purchase intention of private health insurance. The data collected are analized with AMOS. The result of this research shows that perceived health status and perceived risk of private health insurancehave positive effect on perceived value of BPJS Kesehatan. Perceived value of BPJS Kesehatan has negative effect onpurchaseintention of private health insurance. Perceived value of BPJS Kesehatan Perceived has full mediation effect on the relation of health status and private insurance perceived risk to purchase intention ofprivate health insurance.