Factors Influencing the Purchase Intention Of Generation Y's Endowment Insurance in The Central Provinces

Abstract

     The objectives of this research are (1) to study the personal factors influencing the purchase intention of the Generation Y’s endowment insurance in the central provinces and (2) to study the relationship between the marketing mix (7P's) influencing the purchase intention of Generation Y's endowment insurance in the central provinces. This research is a quantitative research that used questionnaires as a tool to collect data. The sample group included 400 people of Generation Y where the statistics used in the analysis were percentage, mean and standard deviation. The hypothesis was tested by using t-test, One-way ANOVA, and Multiple Regression Analysis at the statistical significance level of 0.05.

     The results of the study found that (1) personal factors such as age, status, educational level and different average monthly income influenced the purchase intension of Generation Y’s endowment insurance and (2) Marketing mix factors (7Ps) influencing the purchase intention of the Generation Y's endowment insurance in the central provinces can predict the purchase intention of 51% (R²adj=0.51) significantly with statistical level at 0.05.