Reza Ronaldo1, Erna Maulina1, Moh. Benny Alexandri1, Margo Purnomo1, Fadoli1, Yulmaulini1
- Business Administration Department, Padjadjaran University, Bandung Indonesia
Abstract
Focusing on the customer’s attitude towards the products/ services provided by the business is under significant research in today’s world. However, the focus on the service industry like insurance is increasing with the passage of time. The objective of the present study is to examine the mediating role of trust and commitment towards the purchase intention of insurance industry consumers while considering the corporate image as a major explanatory variable. For this purpose, data is collected from the 313 respondents, linked to the insurance industry in the region of Indonesia. A structural model is developed, indicating the association between the corporate image, trust, commitment and purchase intention. The findings of the study through direct and indirect association in AMOS-21 explains that there exists a significant and positive association between the corporate image to purchase intention through mediating effect of trust and commitment in the insurance industry of Indonesia. To generalize the findings of the study, the developed model can be empirically studied in various other industries in the same region. Future studies can test the interaction effect while taking the loyalty as an additional factor. Meanwhile, the proposed model can be examined through cross-sectional analysis as well. For the practical implication, business firms should take both the attitude and loyalty to create the more trust and purchase intention in the mindset of the consumers. The originality of the study can be viewed from the mediating effect of trust and commitment for the corporate image and purchase intention in Indonesian insurance industry.
Keywords: Corporate Image, Trust, Perceived Commitment, Purchase Intention, Indonesia.
