Pengaruh Kualitas Layanan Digital Terhadap Niat Beli Asuransi Kesehatan Syariah Dengan Kepercayaan Sebagai Variabel Mediasi

Abstract

This study examines how digital service quality shapes the intention to purchase sharia-compliant health insurance (health takaful) and whether trust mediates that relationship. Takaful is a cooperative insurance scheme grounded in the Islamic principles of mutual assistance and voluntary contribution, while avoiding interest, excessive uncertainty, and speculation. Because health insurance is an intangible credence service whose quality cannot be verified prior to use, consumer evaluation increasingly rests on the digital platforms through which the service is delivered. Primary data were obtained from 100 purposively selected respondents who are familiar with digital services and aware of takaful, then analysed using partial least squares structural equation modelling (PLS-SEM). Digital service quality exerts a positive and significant effect on both purchase intention and trust. Trust, however, neither significantly drives purchase intention nor mediates the effect of digital service quality, yielding a direct-only pattern. We interpret this as a context-bounded decoupling in which platform-built trust does not convert into intention among young, budget-constrained consumers who already hold basic mandatory coverage. Insurers should therefore prioritise functional digital infrastructure alongside affordable, complementary product design.