Determinants of purchase intention in the context of Islamic housing: an empirical investigation of Muslim consumers in Indonesia

Purpose The interplay of Islamic marketing areas and Muslim consumer behavior, which are often overlooked despite their close relationship emphasizing Islamic principles on individual belief (IB), is a critical focus of this study. Therefore, this research aims to address the gaps in the literature on Islamic marketing and Muslim consumer behavior by highlighting the nexus between product quality (PQ), promotion and price on IB and the intention to buy (ItB) among Muslim consumers. Design/methodology/approach A quantitative approach was used by distributing questionnaires as a research instrument and 150 respondents as a sample of three Islamic housing in Malang City. The structural equation modeling-partial least squares (PLS) approach was used in this study for data analysis processing. Findings This study finds that PQ and price positively and significantly influence IB, while promotion shows a positive but insignificant effect. IB positively and significantly impacts purchase intention. Mediation analysis reveals that PQ and price indirectly affect purchase intention through IB, while promotion remains insignificant. PLS-multi-group analysis results highlight gender differences: males align with overall findings, whereas females exhibit cautious purchasing behavior, influenced by emotional, family and social factors despite positive product perceptions. These results underscore the importance of tailoring marketing strategies to address gender-specific factors in influencing purchase decisions. Originality/value Muslim consumer behavior has been widely discussed; however, certain areas of Islamic marketing remain overlooked, despite being acknowledged in the literature as closely interrelated. This study addresses the research gap by holistically exploring the nexus between Islamic marketing and Muslim consumer behavior. Specifically, PQ, promotion and price are examined as key areas of Islamic marketing, while IB and ItB represent aspects of Muslim consumer behavior. Thus, this research contributes significantly to the fields of Islamic marketing and Muslim consumer behavior.