Pengaruh Harga, Layanan, dan Nilai Santunan terhadap Keputusan Pembelian Asuransi Kecelakaan Diri Wisatawan melalui Persepsi Jaminan Risiko (Studi Pada Wisatawan Di Labuan Bajo)
DOI:
https://doi.org/10.37385/msej.v7i4.10554Keywords:
Harga, Layanan, Nilai Santunan Jaminan Risiko, Keputusan Pembelian AsuransiAbstract
Asuransi kecelakaan diri bagi wisatawan menjadi salah satu instrumen penting untuk memberikan perlindungan dan rasa aman selama berwisata, terutama di destinasi populer seperti Labuan Bajo. Latar belakang penelitian ini didasarkan pada rendahnya tingkat adopsi produk asuransi kecelakaan diri wisatawan di destinasi super prioritas Labuan Bajo. Penelitian ini bertujuan untuk menganalisis pengaruh harga, layanan, dan nilai santunan terhadap keputusan pembelian asuransi melalui persepsi jaminan risiko. Rumusan masalah yang dikaji adalah: bagaimana pengaruh harga, layanan, dan nilai santunan terhadap keputusan pembelian asuransi melalui persepsi risiko. Penelitian ini menggunakan pendekatan deduktif dengan jenis penelitian kuantitatif eksplanatif. Data dikumpulkan melalui kuesioner kepada wisatawan sebagai data primer, serta didukung data sekunder dari literatur dan dokumen terkait. Teknik pengambilan sampel menggunakan purposive sampling dengan kriteria responden wisatawan yang berkunjung ke Labuan Bajo dan memiliki pengalaman atau pengetahuan mengenai asuransi wisata. Analisis data dilakukan menggunakan Structural Equation Modeling Partial Least Squares (SEM-PLS) untuk menguji pengaruh langsung maupun tidak langsung antar variabel penelitian. Hasil penelitian menunjukkan bahwa harga berpengaruh signifikan terhadap keputusan pembelian asuransi, namun pengaruhnya melalui persepsi jaminan risiko tidak signifikan. Layanan terbukti berpengaruh signifikan terhadap persepsi jaminan risiko, tetapi tidak berpengaruh signifikan langsung terhadap keputusan pembelian. Nilai santunan berpengaruh signifikan, baik terhadap persepsi jaminan risiko maupun terhadap keputusan pembelian asuransi. Temuan ini menegaskan bahwa persepsi jaminan risiko berperan sebagai variabel intervening yang penting dalam menjembatani pengaruh layanan dan nilai santunan terhadap keputusan pembelian. Penelitian ini diharapkan memberikan kontribusi bagi penyedia asuransi dan pengelola pariwisata dalam merancang produk dan layanan yang sesuai dengan kebutuhan wisatawan, sehingga dapat meningkatkan partisipasi wisatawan dalam asuransi kecelakaan diri.
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