FACTORS OF PROTECTION MOTIVATION THEORY IN INFLUENCES MOTIVATION TO USE SHARIA INSURANCE AMONG MILLENNIAL CUSTOMERS OF ANKRINGAN KESAWAN MEDAN

Alif Alfito Ritonga(1*), Muhammad Irwan Padli Nasution(2), Fauzi Arif Lubis(3)


(1) Universitas Islam Negeri Sumatera Utara
(2) Universitas Islam Negeri Sumatera Utara
(3) Universitas Islam Negeri Sumatera Utara
(*) Corresponding Author

Abstract


The low level of public participation, particularly

among millennials, in using sharia insurance products

indicates that awareness of the importance of financial

protection still needs to be improved. In fact,

millennials are a productive age group with great

potential as sharia insurance participants. This study

aims to examine the influence of Protection Motivation

Theory (PMT) elements, namely threat appraisal and

coping appraisal, on the motivation to purchase sharia

insurance among millennial customers of Angkringan

Kesawan Medan. This study used a quantitative

approach through a survey of 100 respondents

selected using a purposive sampling technique. Data

analysis included validity, reliability, classical

assumptions, multiple linear regression, t-test, F-test,

and coefficient of determination. The results showed

that threat appraisal obtained a descriptive score of

2,716 with perceived severity as the highest indicator.

Coping appraisal obtained a score of 2,713 with

response cost as the highest indicator. Motivation to

purchase sharia insurance obtained a score of 2,672.

Simultaneously, threat appraisal and coping appraisal

had a positive and significant effect on motivation to

purchase sharia insurance. Partially, coping appraisal

had a more dominant influence. This finding

underscores the importance of increasing literacy,

knowledge, and trust in Islamic insurance among

millennials.



Keywords


Protection Motivation Theory, Threat Appraisal, Coping Appraisal, Motivation to Use Sharia Insurance, Millennials.

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DOI: https://doi.org/10.26714/vameb.v22i2.22168

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