The Influence of Perceived Risk and Consumer Knowledge on Behavior Intention with Consumer Trust As an Intervening Variable in Life Insurance Products in Balikpapan and Makassar

Life insurance is a financial product that protects individuals from the risk of unfortunate events such as death and disability. Although life market showing increased penetration, many still do not have insurances. Purpose: This research aimed to analyze influence consumer trust in relationship between perceived knowledge with behavior intention. Design/methodology/approach: used quantitative approach. The was conducted on 210 respondents Makassar Balikpapan. Data were collected through an online questionnaire. data analyzed using Structural Equation Modelling (SEM) AMOS application. Findings: Perceived Risk: risk, performance physical social overall negative influences significant Consumer positive variable mediated