Influencing Factors of Islamic Marketing in Achieving Consumer Intention towards Conventional and Takaful Products

Products offered through Islamic channels are becoming more and more popular, however research into the specific factors influencing customers' intentions while buying life insurance in an Islamic setting is lacking. By providing perspectives on the dynamics of consumer intention in the market for products given to Muslim customers, this research seeks to fill the existing gap in the literature. The data, which came from 300 respondents, were examined using partial least squares structural equation modeling to ascertain how the variables related to one another. This study provides insightful information about the factors influencing Islamic marketing and customers' decisions to buy life insurance. With regard to Pakistan, this paper adds nothing less than novelty to the body of literature by delving into the factors that influence Islamic marketing leads to customer intention and utilizing more sophisticated statistical methods such as partial least square structural equation modeling and Confirmatory Factor Analysis (CFA).