JRSSEM 2022, Vol. 01, No. 10, 1635 – 1648
E-ISSN: 2807 - 6311, P-ISSN: 2807 - 6494
DOI : 10.36418/jrssem.v1i10.174 https://jrssem.publikasiindonesia.id/index.php/jrssem/index
CREATIVE BEHAVIOR MEDIATES LEARNING
ORIENTATION, KNOWLEDGE SHARING, MOTIVATION ON
INSURANCE (STUDY ON 15 BIG INSURANCE
COMPANIES IN INDONESIA)
Mochammad Isa Anshori
1*
Anis Eliana
2
Falih Suaedi
3
1,2,3
Universitas Airlangga
e-mail: isa.anshori@trunojoyo.ac.id
1
, anis.eliyana.febuna[email protected]
2
, suaedifalih@gmail.com
3
*Correspondence: isa.anshori@trunojoyo.ac.id
Submitted: 28 April 2022, Revised: 07 May 2022, Accepted: 18 May 2022
Abstract. The purpose of this research is to test and analyze the factors that affect the performance
of insurance agents in this case insurance agents who are members of the Indonesian Life Insurance
Association (AAJI) which are included in the 15 (fifteen) major insurance companies in Indonesia.
This type of research is fundamental research or basic research, aiming to participate in the
development of science. The method used is quantitative method with a total sample of 220
insurance agents. The analytical technique used in this research is SEM AMOS. The results showed
that learning orientation had a significant effect on creative behavior, learning orientation had a
significant effect on insurance agent performance, knowledge sharing had a significant effect on
creative behavior, knowledge sharing had a significant effect on insurance agent performance,
motivation had a significant effect on creative behavior, motivation had a significant effect on
performance insurance agents, and creative behavior has a significant effect on the performance
of insurance agents.
Keywords: creative behaviour; agency performance.
Mochammad Isa Anshori, Anis Eliana, Falih Suaedi
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DOI : 10.36418/jrssem.v1i10.174 https://jrssem.publikasiindonesia.id/index.php/jrssem/index
INTRODUCTION
The insurance industry, which is a
member of the Indonesian Life Insurance
Association (AAIJ), has developed various
methods of digital-based financial services
aimed at convenience, security, and
customer convenience in transactions.
However, these services still require
regulatory policies from the Financial
Services Authority (OJK).
OJK has been closely monitoring the
development of digitalization in insurance
transactions, including the trend of fintech.
Until now, OJK still hints that applying
digitalization rules in insurance will
continue to refer to existing conventional
rules. Until now, the e-policy has not yet
been implemented.
Meanwhile, in the life insurance industry,
the total premium income throughout
2020 was IDR 168.19 trillion compared to
2019's gain of IDRtrillion. In line with that,
the premium income of 15 life insurance
companies with the largest premium
income (life insurance market leaders)
recorded a premium income growth of 4.06
percent to Rp. 139.79 trillion in 2020
compared to 2019's gain of Rp. 134.33
trillion. (business.com)
The performance of insurance agents
has the most important role in an insurance
business in running or marketing insurance
products in the company concerned, not
only marketing the product, but also
providing education and building public
awareness of the importance of insurance,
including providing information or explain
claim procedures. The agent's performance
will have an impact on competitive
advantage in the insurance business and
become the spearhead to achieve company
goals (Humaemah & Fauziah, 2020).
An insurance agent has good
performance if they are able to get
premiums as targeted by the company
within a certain period. Meanwhile,
indications of poor performance include
low sales volume from premiums earned by
agents so that they are not in line with
company expectations (Roussignol et al.,
2012). There are 5 aspects of performance,
namely quality, quantity, timeliness,
effectiveness and independence.
employees who have high performance at
work are in terms of quality, quantity, and
effectiveness while employees who have
low performance at work are in terms of
punctuality and independence (Venkatesan
et al., 2010).
The results of research conducted by the
Insurance Media Research Institute (LRMA)
2019 on the insurance industry shows the
life insurance performance as follows,
LRMA shows, the achievement of the
performance results of life insurance
companies during 2019, the highest
achievement in investment returns which
shot up to 250 percent, from Rp. 8.75
trillion in 2018 to Rp30.62 trillion in 2019.
The indicators for cash and banks grew by
41 percent from Rp11.46 trillion at the end
of 2018, an increase of Rp16.19 trillion.
Several indicators that increased slightly,
such as equity, rose 16.7 percent from Rp.
95.62 trillion in 2018 to Rp. 111.60 trillion at
the end of 2019. Investment grew 8.8
percent, from Rp. 439.46 trillion in 2018 to
Rp. 478.26 trillion. in the following year.
Assets grew 9.6 percent, in 2018 it was at
IDR 480.68trillion, increasing to IDR
526.63trillion in 2019. Likewise, premium
1637 | Creative Behavior Mediates Learning Orientation, Knowledge Sharing, Motivation on
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income rose only 4 percent from IDR167.97
trillion in 2018 growing to IDR 174.8 trillion.
in 2019.
LRMA noted that general insurance
gross premiums grew 15.05 percent, from
IDRtrillion as December 2018 to IDRtrillion
as December 2019. Meanwhile, net
premium growth was recorded at 15.78
percent, from IDR 32..58 trillion as of
December 2018 to Rp37.72 trillion as of
December 2019. This is the second year in
a row that the results of the LRMA show
that insurance premium growth
hasdoubled digits.
As an illustration above, the
performance of obtaining life insurance
premiums from 2018 to 2019, has
increased, given current trends and
increasingly fierce competition, whether
local insurance companies will be
eliminated, of course, depends on how
successful the company is in the midst of
competition.
Based above that have been discussed
in the previous section, the researchers are
interested in conducting research on the
performance of insurance agents through
learning orientation variables, knowledge
sharing, work motivation on the
performance of insurance agents, through
creative behavior as a mediating.
A. Variable
1. Human
Development of human
resources in an organization is
important. Investments in human
resource development are
expenditures aimed at improving
the productive capacity of human
beings. With good human
resources, business organizations
will have competitive strength.
There are several definitions of
human resource development as
follows:
Human Resources Development
(HRD) is a process to develop skills
with a view to improving the
performance of individuals, teams,
work processes, and organizational
work systems (Dirani et al., 2020).
Definehuman resource
developmentas a series of
systematic and planned activities
designed by an organization to
provide opportunities for its
members to learn the skills needed
to meet current and future job
requirements (McFadden, 2015).
Human resource development
is a planned and sustainable effort
carried out by organizations in
improving employee competence
and organizational performance
through training, education, and
development programs (Swart et
al., 2012).
2. View Theory (RBV)
Resources are defined as all
assets, capabilities, organizational
processes, company attributes,
information, knowledge, and others
that are controlled by the company
and enable the company to
understand and implement
strategies that can improve the
efficiency and effectiveness of the
company (Day, 2014).
The resources in question can
be tangible and intangible. Tangible
resources are assets that can be
seen and measured, such as
Mochammad Isa Anshori, Anis Eliana, Falih Suaedi
| 1638
financial, organizational, physical
and technological resources, while
intangible resources are assets that
are embedded in the history of the
company and have accumulated
over time, such as human resources,
innovation and technology
reputation (De Saa-Perez & Díaz-
Díaz, 2010); (Barney et al., 2011);
(Glavas & Mathews, 2014).
3. Theory
Organizational Learning Theory
was popularized by (Senge, 2017)
through his book about learning
organizations entitled The Fifth
Discipline. Senge's view states that
humans can increase organizational
capacity through a learning
process. (Hung et al., 2010) states
that the term organizational
learning is often used
interchangeably with the term
organizational learning, because
the two concepts have different
meanings.
Organizational learning is a type
of activity in an organization,
namely an organization that learns;
while learning organization is a
form of organization (Alerasoul et
al., 2021). The point is that an
organization becomes a learning
organization through the
implementation of organizational
learning (Liao & Wu, 2010)v.
However, the difference between
organizational learning and
organizational learning will be
difficult to make.
4. Learning Orientation Learning
Attractiveness intrinsic at work,
a preference for work challenges, an
agent's view of becoming more
understanding, or the search for
opportunities that independently
allow expertise to emerge (McIver
et al., 2013). In learning orientation,
it is also shown that there is a skill
orientation (Ames, Archer, 1998),
salespeople (agents) enjoy an
overview of the process how they
sell to be effective. They are
attracted by challenging sales
situations and not by mistakes. The
learning orientation of
internationalized companies,
including INVs, has been
recognized as critical to their
internationalization and their
subsequent capability development
and evolution (Gerschewski, S., Lew,
YK, Khan, Z., & Park, BI (2018))
5. (Knowledge Sharing).
The understanding of
knowledge is widely associated with
the terms data, information,
intelligence, expertise, experience,
ideas, intuition, or insight, all of
which depend on the context in
which the word knowledge is used.
An important difference between
information and knowledge is that
information becomes knowledge
when individuals read, understand,
interpret, and apply information to
certain job functions (Marshall,
1997)
Nonaka (1994) provides some
differences between knowledge
and information, if information is a
1639 | Creative Behavior Mediates Learning Orientation, Knowledge Sharing, Motivation on
Insurance (Study on 15 Big Insurance Companies in Indonesia)
flow of messages , whereas
knowledge is created within the
organization by the flow of
information, which is based on the
commitments and beliefs of its
owners. One of the most obvious
differences is the difference given
by Alavi and Leider (2001), stating
that information can be converted
into knowledge when the
information is processed or
interpreted in the minds of
individuals.
Knowledge sharing has become
an integral part of the
organization's business strategy,
along with helping organizations to
grow and innovate in the market,
and gain a competitive Knowledge
sharing has become an integral part
of the organization's business
strategy, along with helping
organizations to grow and innovate
in the market, and gain competitive
advantage.Ganguly, A., Talukdar, A.,
& Chatterjee, D. (2019).
6. Work Motivation
Abraham Maslow (1943)
suggests that basically all humans
have basic needs. He shows it in 5
levels in the shape of a pyramid,
people start pushing from the
lowest level. These five levels of
needs are known as Maslow's
Hierarchy of Needs, ranging from
basic biological needs to more
complex psychological motives;
which will only matter after basic
needs are met. The needs at one
level must be at least partially
satisfied before the needs at the
next level become an important
determinant of action.
Herzberg's (1966) two-factor
theory separates satisfaction factors
and dissatisfaction factors. The
satisfaction factor (achievement;
recognition; responsibility;
progress; development) is obtained
because the employee does the job,
while the dissatisfaction factor
(company policy and
administration;
supervision/supervision; working
conditions; human relations; salary
or income; status; job security;
personal life ) caused by
environmental factors or work
relations.
Intrinsic motivation is an act of
maintaining and improving within
the individual, while extrinsic is an
active motivational act on the basis
of external stimuli. (Sri, Pudjiari, E.
2015).
7. Creative Behavior
The definition of creativity is
divided into four dimensions;
person, process, product and press,
according to Taggar, (2004) in
Meithiana, I. (2017) creativity as "the
four p's of creativity", based on
factor analysis Guilford found five
traits that characterize the ability to
think creatively, namely: fluency,
flexibility, originality, elaboration,
and reformulation. redefinition). In
addition, the definition of creativity
is also divided into consensual and
conceptual definitions.
Martins & Martins (2002),
Mokhber, M., Khairuzzaman, W., &
Mochammad Isa Anshori, Anis Eliana, Falih Suaedi
| 1640
Vakilbashi, A. (2018) states that
creativity and innovation have their
own influence to change values,
mindsets and behaviors that have
previously been patterned which in
turn will affect performance in its
daily life. To create this new
innovation requires the creativity of
the organization or company itself.
Wijaya, SV (2013) the results of his
research stated that innovative
nature can be seen fromcreativity
agent in dealing with customers.
there are four characteristics that
stand out in insurance agents,
namely the nature of flexibility in
socializing, the nature of self-
confidence, the nature of hard
work, and the nature of self-control.
In further research, researchers can
adapt the items in the nine trait
measurement tool due to the
number of items per trait domain.
less balanced on favorable and
unfavorable items.Virlia, S. (2017). it
takes hard work and smart work by
an insurance agent, to shape
creative behavior. Hartono, R., &
Anshori, MI (2019)
8. Insurance Agent Performance
In defining performance,
experts use different terms. There
are researchers who use the term
competitive advantage, economic
rent, and some use both. Barney
(1991) defines competitive
advantage as aunique product
market strategy. Dessler (1992)
defines performance as an
employee's work performance,
namely the comparison between
actual work results and established
work standards. Thus, performance
focuses on the results of its work.
Research Model Development
Figure 1. Model Development
H
1
Learning
Orientation
(X1)
Creative
Behavior
(Z)
Sharing
knowledge
(X2)
Work motivation
(X3)
H
1
Insurance Agent
Performance (Y)
Perilaku Kreatif
(Z)
H
2
H
3
H
4
H
5
H
6
H
7
Mochammad Isa Anshori, Anis Eliana, Falih Suaedi
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DOI : 10.36418/jrssem.v1i10.174 https://jrssem.publikasiindonesia.id/index.php/jrssem/index
METHODS
This research is included in exploratory
research which aims to explore a
phenomenon that is still new, and based on
the time dimension is a cross sectional
study, and based on data collection
techniques, it is included in quantitative
research with survey research. Based on
data sourced from the Insurance , especially
Surabaya in 2019, it was explained that the
total number of permanent certified
permanent agents was 882 permanent
agents who were still declared uncertified,
and were not included in the population of
this study because they were not said to be
competent. The number of units of analysis
in the research sample is determined by the
rules that match the minimum number of
samples according to the analytical tools
used in the Structural Equation Model
(SEM) of 100 to 200 or using the
multiplication of the number of parameters
times 5-10 sample units. The number of
indicators in this study were 22 indicators
multiplied by 10 parameters, so that a
sample of 220 insurance agents was
obtained.analysis technique uses the
Structural Equation Model (SEM).
RESULTS AND DISCUSSION
A. Confirmatory Analysis of Exogenous Constructs I
Figure 2. Exogenous Construct Analysis
Table 1. Analisis Variabel Eksogen
Indicators
Construction
SE
CR
P
Label
OB4
Learning Orientation
OB3
Learning Orientation
.300
part_1
***
3.834
OB2
Learning Orientation
.398
4.871
***
part_2
OB1
Learning Orientation
.304
par_3
***
1.448
BP4
Knowledge Sharing
BP3
Knowledge Sharing
.105
10,605
***
par 4
Mochammad Isa Anshori, Anis Eliana, Falih Suaedi
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Indicators
Construction
SE
CR
P
Label
BP2
Knowledge Sharing
***
107 9,491
par_5
BP1
Knowledge
Sharing
MO1
par_6
***
9,283
.102
Motivation
MO2
Motivation
.261
4,547
** *
par_7
PK1
Creative Behavior
PK2
Creative Behavior
.121
9,158
***
par 8
PK3
Creative Behavior
.129
9.106
***
par 9
PK4
Creative Behavior
***
par
10
In
The confirmatory analysis of the
exogenous variables above it can be
seen that the probability value of the
CFA test results is 0.000. Seeing the
small probability value that is smaller
than 0.05, it can be concluded that
there are similarities in the value of the
constructs used in the CFA.
1. Confirmatory Analysis of
Endogenous I
Figure 2. Endogenous I Confirmation Analysis
Table 2. Endogenous Analysis
Indicator
Construct
Estimate
SE
CR
P
Label
OB4
Learning
Orientation
1,000
OB3
Learning
Orientation
1,159
.303
3,826
***
part_1
OB2
Learning
Orientation
1,836
.376
4.881
***
part_2
OB1
Learning
Orientation
1,519
.336
4,515
***
par_3
BP4
Knowledge Sharing
1,000
BP3
Knowledge Sharing
1,130
.107
10,571
***
par 4
1643 | Creative Behavior Mediates Learning Orientation, Knowledge Sharing, Motivation on
Insurance (Study on 15 Big Insurance Companies in Indonesia)
Indicator
Construct
Estimate
SE
CR
P
Label
BP2
Knowledge Sharing
1,061
111 9,556
par_5
***
Knowledge
BP1
Sharing
9,322
.106
par_6
***
MO1
.988
Motivation
1,000
MO2
Motivation
1,009
.071
14,114
***
par_7
In the confirmatory analysis of the
endogenous variables above, it can be
seen that the probability value of the
CFA test results is 0.000. Seeing the
small probability value that is smaller
than 0.05, it can be concluded that
there are similarities in the construction
values used in the CFA.
B. Confirmatory Analysis of Endogenous
Constructs II
Figure 3. Confirmation of Endogenous Construct II
Table 3. Construction value in CFA
Indicator
Construct
Estimate
SE
CR
P
Label
OB4
Learning Orientation
1,000
OB3
Learning Orientation
1,165
.279
4,174
***
part_1
OB2
Learning Orientation
1,685
.327
5145
OB1
part_2
***
Learning
Orientation
1.393
.287
4.856
***
par_3
PK1
Creative Behavior
1,000
PK2
Creative Behavior
1,121
.120
9,347
***
par 4
PK3
Creative Behavior
1,173
.128
9,156
***
par_5
PK4
Creative Behavior
.935
.103
9,032
***
par_6
KAA 1
Performance_Insurance
Agent
1,000
Mochammad Isa Anshori, Anis Eliana, Falih Suaedi
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The confirmatory analysis of the
endogenous variables above, it can be
seen that the probability value of the
CFA test results is 0.000. Seeing the
small probability value that is smaller
than 0.05, it can be concluded that
there are similarities in the construction
values used in the CFA.
C. Model Structural (Structural Model)
In the structural model analysis of
the overall model is carried out. The
following shows the Goodness-of-fit
from analysis model structural:
Figure 4. Structural Model (SEM) Ett All
Table 4. Overall Model Fit Test Results / Overall
No
Test
Criteria Match
Results
Description
1.
CMIN/DF
CMIN/DF 3
2.101
Good Fit
2.
RMSEA
RMSEA≤0.08
0.071
Good Fit
3.
CFI
CFI 0.90
0.921
Good Fit
4.
GFI
GFI 0.90
0.884
Marginal Fit
5.
TLI
TLI 0.90
0.904
Good Fit
Indicator
Construct
Estimate
SE
CR
P
Label
KAA2
Performance_Insurance
Agent
1,533
.233
6,577
***
par_7
KAA3
Performance_Agen
Insurance
1,536
.197
7,810
***
par_8
In
1645 | Creative Behavior Mediates Learning Orientation, Knowledge Sharing, Motivation on
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CMIN/DF or normed chi-square is
an index used to develop and test
whether a model fits the data, is
sensitive to the number of samples.
CMIN/DF shows a good level of model
suitability if the value is 3. In this study,
the CMIN/DF value was 2.101. These
results indicate that the tested model
has met the required criteria.
RMSEA is a measure of badness of
fit that is used to compensate for the
chi square statistic in a large sample.
The smaller the RMSEA value, the better
the suitability level and the acceptable
RMSEA value is 0.08. This study has an
RMSEA value of 0.071 (good fit).
CFI is a model feasibility test and is
not sensitive to sample size and has a
Cut of Index 0.90. Acceptable values are
those between 0 and 1, the higher the
value, the better fit. This study resulted
in a CFI value of 0.21 and included in
good fit.
GFI is a suitability index for
calculating the weighted proportion of
variance in the sample covariance
matrix described by the estimated
population covariance matrix.
According to (Hair et al., 2010), the
closer the value to 1 or 0.90, the GFI
value is considered to be better.
Meanwhile, it can be said that the
marginal value is if the GFI value is 0.8.
In this study, the GFI value was 0.884 so
that the GFI value was included in the
marginal fit.
The TLI is a comparison of the chi-
square for zero and the specified
model, which to some degree takes into
account the complexity of the model.
The table above shows the value of
0.904 (good fit). The results of this value
indicate that the model being tested
has met the required criteria. Based on
the description in the table, the
structural model as a whole has met the
required relative value of Goodness-of-
fit so that the analysis is continued by
testing the hypothesis.
Table 5. Hypothesis Testing Results
Interrelationship
Value
Estimate
Critical
Ratio
P
-
Value
Information
H1
Learning Orientation (OP) --> Creative
Behavior (PK)
0,596
3,696
***
Significant
H2
Learning Orientation (OP) -->
Insurance Agent Performance (KAA) )
0.342
2,458
0.014
Significant
H3
Knowledge Sharing (BP) --> Creative
Behavior (PK)
0.530
5,762
***
Significant
H4
Knowledge Sharing (BP) --> Insurance
Agent Performance (KAA)
0.328
3,293
***
Significant
H5
Motivation (MO ) --> Creative
Behavior (PK)
0.130
1.975
0.048
Significant
Mochammad Isa Anshori, Anis Eliana, Falih Suaedi
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Interrelationship
Value
Estimate
Critical
Ratio
P
-
Value
Information
H6
Motivation (MO) --> Insurance Agent
Performance ( KAA)
0.121
2,069
0.039
Significant
H7
Creative Behavior (PK) --> Insurance
Agent Performance (KAA)
0.281
2.781
0.005
Significant
Results The results showed that
learning orientation had a significant
effect on creative behavior, learning
orientation had a significant effect on
the performance of insurance agents,
knowledge sharing had a significant
effect on creative behavior, and
knowledge sharing had a significant
effect. if it affects the performance of
insurance agents, motivation has a
significant effect on creative behavior,
motivation has a significant effect on the
performance of insurance agents, and
creative behavior has a significant effect
on the performance of insurance agents.
CONCLUSIONS
Based on the results of research and
analysis of the factors that affect the
performance of insurance agents in this
case insurance agents who are members of
the Indonesian Life Insurance Association
(AAJI) it is known that learning orientation
has a significant effect on creative behavior,
learning orientation has a significant effect
on insurance agent performance,
knowledge sharing a significant effect on
creative behavior, knowledge sharing has a
significant effect on the performance of
insurance agents, motivation has a
significant effect on creative behavior,
motivation has a significant effect on the
performance of insurance agents, and
creative behavior has a significant effect on
the performance of insurance agents.
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