2026-05-19T22:14:22Z https://meral.edu.mm/oai

oai:meral.edu.mm:recid/00011024 2025-05-15T08:41:23Z 1582963436320 1582963436320:1698989841255

Purchase Intention and Purchase Decision of Travel Insurance Policy ( Khin Khin Linn, 2025) Khin Khin Linn The study focuses on analyzing the factors that influence the purchase intention and the effect of purchase intention on the purchase decision of travel insurance policy. The factors are knowledge, risk attitude, social influences, marketing factors, and brand image. The quantitative research method is used in the study. The primary data were collected from 251 respondents who have travel insurance by using systematic sampling questionnaires. The black box model of consumer behavior is used in the study. The secondary data is collected through journals, articles, research papers, and websites. Statistical techniques, including reliability tests, correlation analysis, and multiple and simple linear regression analysis, were employed for data analysis in the study. The linear regression result reported that knowledge, brand image, marketing factors, and social influences have a significant positive influence on the purchase intention of travel insurance. The purchase intention also has a positively significant effect on the purchase decision of travel insurance. Therefore, the study provides that enhancing customer knowledge, building a strong brand image, optimizing marketing strategies, and leveraging social influences are crucial for improving purchase intentions, which subsequently drive purchase decisions for travel insurance policies. 2025-02-01 https://meral.edu.mm/records/11024