The Indonesian isurance industry is undergoing a pivotal transformations, shape by economic volatility, regulatory shifts, and evolving consumer behavior. In the contetext, property insurance plays a critical role in safeguaring financial assets yet adoption remains low due to limited consumer awarness, affordabillity concerns, and perceptions of insurance as non-essential. This study explore the dereminants of customers buying intention toward property insurance, with Brand Image(IM) postioned as a moderationg variable, using the Theory of Planned Behavior(TPB) framework. The research focuses on PT Jasa Andalan Solusi as an intermediary agentt in the property insurance sector.
A quantitative approch was employed, collecting data through purposive sampling of 50 respondents using structure questioners. The analysis was conducted using Partial Least Squares Structural Equations Modeling (PLS-SEM). Result indicate the Subjective Norms(SN) and Perceived Behavioral Control(PBC) significantly influence Customer Intention(CI), while Attitude Towards Behavior(ATB) does not. Although Brand Image(IM) ha a strong direct effect on CI, its role as a moderator is statistically unsupported across most interactions, except in the PBC-CI relationship where it exerts a moderate negative effect. This study contributes to behavioral insurance research by highlighting the primacy of social pressure and perceived accessibility over personal attitudes in rational, risk-based decisions. The findings offer pratical guidance for isurance intermediaries to emphasize social proof, simplify product interfaces, and leverage branding for emational resonance, albeit with nuanced expectations.