The Influence of General Takaful Product Pricing on Muslim Customers Purchasing Behaviour: The Moderating Role of the

Abstract

This article elucidates the influence of general takaful product pricing on the purchasing behaviour among Muslim’s customers. This article also highlights the moderating role of the agent to bridge the gaps of inconsistent findings from previous studies even though previous studies have shown the significant relationship between pricing and purchasing behaviour. This study utilized random sampling techniques with 387 samples. The structural equation modelling analysis was used to investigate the influence of pricing and the agent on purchasing behaviour as well as the moderating role of the agent between pricing and purchasing behaviour. The findings show that pricing and the agent have a significant influence on purchasing behaviour. The findings further show that the agent has a significant moderating role between pricing and purchasing behaviour. In conclusion, the findings were discussed at the end of this article.