2026-08-25T05:56:07Z https://meral.edu.mm/oai

oai:meral.edu.mm:recid/00011049 2025-05-21T07:48:04Z 1582963436320 1582963436320:1698989841255

Factors Influencing Consumer Purchase Intention Towards Luma Health Insurance ( Phyu Thet Lwin, 2025) Phyu Thet Lwin This study investigates the factors influencing consumer purchase intention towards Luma Health Insurance. The objectives of this study were to identify and analyze the factors influencing consumer purchase intention towards Luma Health Insurance. By using simple random sampling method, structured questionnaires with Five-point Likert scale were distributed to 385 respondents through online because of the sample size is unknown. Descriptive statistics and regression analysis are used to analyze the data. Simple random sampling method was used to gather responses. The finding from the multiple regression analysis indicates that competence of service provider, acceptability of insurance conditions, and subjective norms have the most significant and strongest positive effects on consumer purchase intention. Positivity of consumer experience has a moderately significant positive effect on consumer purchase intention. The other factors such as consumer monetary attitude and possibility to reduce premiums do not significantly influence on purchase intention. These findings suggest that Luma should focus on enhancing service quality, clear insurance terms, and addressing social factors to better drive consumer purchasing decisions. The study reveals that consumers express strong interest in purchasing health insurance, primarily driven by the desire for financial security, peace of mind, and prioritization of health. The finding of this study should be used to develop initiatives that enhance customer satisfaction by improving service timeliness, addressing affordability concerns, and emphasizing the value of comprehensive coverage. 2025-02-01 https://meral.edu.mm/records/11049