The Influence of Trust, Perception And Word Of Mouth On The Purchasing Power Of Life Insurance Policies
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Abstract
The globalisation of the economy at the international level consists of the globalisation of production and finance, markets and technology, organisational regimes and institutions, and labour enterprises. One that continues to exist in this globalisation era is the insurance industry Life insurance in Indonesia has become a necessity in today's modern society. PT. Sun Life Financial Indonesia has been one of the leading insurance companies in Indonesia since 1995. Communicators in WOM will play a very important role in optimal communication to occur. This type of research is survey research, a study conducted by taking samples from the population and using a questionnaire as a primary data collection tool. The data analysis technique used in this study is quantitative analysis with multiple linear regression analysis. The results of this study are expected to help used as information and consideration for PT. Sun Life Financial Indonesia in Surabaya in developing and implementing policies related to perceived trust and WOM towards purchase intention of life insurance policies.
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