Musytari : Jurnal Manajemen, Akuntansi, dan Ekonomi

Vol. 25 No. 2 (2026): Musytari: Neraca Manajemen, Akuntasi, dan Ekonomi, ISSN 3025-9495
Articles

DETERMINASI NIAT ADOPSI KONSUMEN TERHADAP ASURANSI DIGITAL: PENDEKATAN MODEL UTAUT2

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  • Theyry Endrue William,
  • Andi Muhammad Sadat,
  • Nofriska Krissanya
Theyry Endrue William
Universitas Negeri Jakarta
Andi Muhammad Sadat
Universitas Negeri Jakarta
Nofriska Krissanya
Universitas Negeri Jakarta

Published 2026-01-08

Keywords

  • Digital Insurance, InsurTech, Generation Z, UTAUT2, Intention to Use,
  • Asuransi Digital, InsurTech, Generasi Z, UTAUT2, Intention to Use

How to Cite

DETERMINASI NIAT ADOPSI KONSUMEN TERHADAP ASURANSI DIGITAL: PENDEKATAN MODEL UTAUT2. (2026). Musytari : Jurnal Manajemen, Akuntansi, Dan Ekonomi, 25(2), 1361-1370. https://cibjournal.com/index.php/musytari/article/view/5917

Abstract

The rapid advancement of digital technology has driven significant transformation in the insurance industry through the emergence of digital insurance services, commonly known as Insurance Technology (InsurTech). Despite its substantial market potential in Indonesia, the adoption rate of digital insurance remains relatively low, particularly among Generation Z, a demographic group characterized by high levels of digital literacy. This study aims to examine the factors influencing Generation Z consumers’ intention to adopt digital insurance services in Jakarta. The study employs the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) as its theoretical framework, incorporating Performance Expectancy, Effort Expectancy, Social Influence, and Price Value as independent variables, with Intention to Use as the dependent variable. A quantitative research approach was applied using an online survey method involving 248 Generation Z respondents residing in Jakarta who possess knowledge or experience related to digital insurance services. Data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM). The findings indicate that Performance Expectancy, Effort Expectancy, Social Influence, and Price Value have a positive and significant effect on consumers’ intention to adopt digital insurance. These results suggest that perceived usefulness, ease of use, social influence, and perceived value for money are key determinants shaping Generation Z’s intention to adopt InsurTech services. This study provides practical implications for insurance companies and InsurTech providers in designing effective product development and marketing strategies tailored to Generation Z consumers.

Perkembangan teknologi digital mendorong transformasi signifikan dalam industri asuransi melalui hadirnya layanan asuransi digital atau Insurance Technology (InsurTech). Meskipun memiliki potensi pasar yang besar di Indonesia, tingkat adopsi asuransi digital masih relatif rendah, khususnya di kalangan Generasi Z sebagai kelompok demografis dengan tingkat literasi digital yang tinggi. Penelitian ini bertujuan untuk menganalisis faktor-faktor yang memengaruhi niat adopsi konsumen Generasi Z terhadap layanan asuransi digital di Kota Administrasi Jakarta. Kerangka teoretis yang digunakan adalah Unified Theory of Acceptance and Use of Technology 2 (UTAUT2), dengan mengadopsi konstruk Performance Expectancy, Effort Expectancy, Social Influence, dan Price Value sebagai variabel independen, serta Intention to Use sebagai variabel dependen. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei daring terhadap 248 responden Generasi Z yang berdomisili di Jakarta dan memiliki pengetahuan atau pengalaman terkait layanan asuransi digital. Data dianalisis menggunakan metode Partial Least Squares–Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa Performance Expectancy, Effort Expectancy, Social Influence, dan Price Value berpengaruh positif dan signifikan terhadap niat adopsi asuransi digital. Temuan ini menegaskan bahwa persepsi manfaat, kemudahan penggunaan, pengaruh lingkungan sosial, serta pertimbangan nilai harga merupakan determinan utama dalam membentuk niat Generasi Z untuk mengadopsi layanan InsurTech. Penelitian ini memberikan implikasi praktis bagi perusahaan asuransi dan penyedia InsurTech dalam merancang strategi pengembangan produk dan pemasaran yang lebih sesuai dengan karakteristik Generasi Z.

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