Preference Model For Selecting Insurance Service By Micro & Small Medium Entreprise (A preliminary Study)

Abstract

fuad@aamai.or.id This is a joint research between Indonesian Insurance Institute (AAMAI) and Gunadarma University (UG), with fully funded by the Indonesian Insurance Institute. This study generally aims to develop a model of needs and preferences of the Indonesia people toward the insurance, by applying psychographic model. It is expected that results of this research can be applied by the Indonesian Insurance Institute in making demographic patterns and determine appropriate methods for disseminating the importance of the insurance. This study analysis of more than 30 previous research (1966-2009) in the field of preferences and needs of insurance. The next stage is carried out to test the validity and reliability models. Validity and reliability test conducted on 300 respondent of SME in Jogjakarta. The results show that there are three main categories of insurance determinants have been identified for this purpose; economic, psychographic and social factors.