Year: 2026
Type: article
Abstract: This study aims to analyze the effect of insurance collaboration on customer trust in Pegadaian. The research background arises from the relatively low insurance penetration in Indonesia compared to the ASEAN average, alongside the increasing number of Pegadaian customers utilizing insurance-integrated services. The research method employed is a quantitative approach using a survey of 150 Pegadaian customers who have used products with insurance protection. The research instrument is a Likert-scale questionnaire, tested for validity and reliability using Pearson Product Moment and Cronbach’s Alpha. The results indicate that the instrument is valid and reliable, with Cronbach’s Alpha values exceeding 0.80. Simple linear regression analysis produced a regression coefficient of 0.684 with a significance level of 0.000, meaning that insurance collaboration has a positive and significant effect on customer trust. The coefficient of determination (R²) of 0.468 shows that insurance collaboration explains 46.8% of the variation in customer trust, while the remaining 53.2% is influenced by other factors such as institutional reputation, personal experience, and external conditions. This study concludes that insurance collaboration is a crucial strategy in building customer trust in Pegadaian and provides academic contributions to the development of trust theory and relationship marketing in the context of non-bank financial institutions.
Source: Journal of Social and Society
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W7225811465
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