ISSN: 2222-6990
Open access
The purpose of this research is to investigate the factors that influence Takaful purchase intention in Terengganu, Malaysia. The study employs the theory of planned behavior (TPB) to examine the relationship between awareness, religiosity, relative advantage, attitudes, subjective norms, and perceived behavioral control, and Takaful purchase intention. The research uses primary data collected through a survey of 103 respondents, and descriptive analysis and Ordinary Least Square (OLS) regression techniques are employed to analyze the data. The findings suggest that religiosity and subjective norms have a positive and significant relationship with Takaful purchase intention, while attitudes and perceived behavioral control have a positive and significant relationship at the level of 1%. However, awareness has a negative and insignificant relationship with Takaful purchase intention, while relative advantage has a positive but insignificant relationship. In conclusion, the study recommends that companies selling Takaful products in Terengganu should focus on the factors that impact purchase intention, such as religiosity, subjective norms, attitudes, and perceived behavioral control, to increase their sales performance in the future. Further research is needed to explore other factors that may influence Takaful purchase intention.
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In-Text Citation: (Ismail et al., 2023)
To Cite this Article: Ismail, M. K., Muhamad, M. Z. bin, Aziz, A. D. C., & Rose, N. A. M. (2023). Factors That Influencing The Takaful Purchase Intention of Customers. International Journal of Academic Research in Business and Social Sciences, 13(4), 1578 – 1590.
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