The Effect of Digital Insurance Product Sales on Customer Satisfaction at PT BRI Asuransi Indonesia

Abstract

The swift advancement of digital technology has prompted insurance firms to embrace digital channels for product distribution to improve service quality and client satisfaction. This study seeks to examine the impact of perceived simplicity of use, perceived usefulness, and system quality on customer satisfaction, with trust serving as a mediating variable, in the digital insurance product sales services of PT BRI Asuransi Indonesia. This study utilizes a quantitative methodology through a survey technique. Data were gathered via questionnaires administered to 405 respondents utilizing PT BRI Asuransi Indonesia's digital insurance services. The investigation utilized the Partial Least Squares–Structural Equation Modeling (PLS-SEM) technique. The findings demonstrate that perceived ease of use, perceived usefulness, and system quality exert positive and significant influences on both trust and customer satisfaction. Moreover, trust exerts a favorable and substantial influence on consumer satisfaction. The mediation study reveals that trust strongly mediates the links among perceived ease of use, perceived usefulness, system quality, and customer happiness. The findings indicate that customer satisfaction in digital insurance services is influenced by technological aspects, including simplicity of use, perceived benefits, and system quality, as well as the degree of customer trust in both the system and the service provider. This study offers empirical insights into the advancement of technology acceptance and information system success models within the realm of digital insurance in Indonesia, and presents practical implications for insurance firms in formulating digital sales strategies that prioritize system quality and trust enhancement initiatives.