The importance of trust factor in the intentions to purchase Islamic insurance (takaful) in Indonesia

Abstract

Purpose

The purpose of this study is to examine the role of attitude, religiosity, awareness and subjective norm toward trust which influences purchase intention regarding Islamic insurance in Indonesia.

Design/methodology/approach

This research uses quantitative methods. Online questionnaires are distributed and collected for people who already have an insurance policy, have the knowledge and are interested in buying Islamic insurance in Indonesia. A total of 322 valid responses were collected using non probability purposive sampling and snowball sampling method. To achieve the purpose of this study, an analysis using SEM or structural equation model for hypothesis testing was performed.

Findings

The results show that trust significantly affected purchase intention regarding Islamic insurance. Other than that, trust is significantly influenced by awareness, religiosity and subjective norm. Moreover, the attitude toward trust found that not significantly related.

Originality/value

The originality of this study is the first research integrating attitude, religiosity, awareness and subjective norm, mediating by trust toward a purchase intention of Islamic insurance in Indonesia.

Citation

Poan, R., Merizka, V.E. and Komalasari, F. (2022), "The importance of trust factor in the intentions to purchase Islamic insurance (takaful) in Indonesia", Journal of Islamic Marketing, Vol. 13 No. 12, pp. 2630-2648. https://doi.org/10.1108/JIMA-01-2021-0026