No abstract

Total income of Malaysia's e-commerce has grown tremendously in 2021, compared to the year of 2020 were reported by The Department of Statistics Malaysia (DOSM). This new economy present opportunities to business and individuals to reach beyond local shores, participating in globalized and borderless market. The purpose of this study is to analyses factor that influence customer behavior and Islamic in online purchase intention among Muslim netizen in Malaysia. Testing of hypothesis were made on the dimension of perceived ease of use, perceived usefulness, and Islamic ethics towards intention to purchase. The is a pilot study and data collected were from 712 respondents at social media (Facebook) through purposive sampling techniques and five-point Likert scale with 1-strongly disagree to 5strongly agree were used. Results of the study shown that perceived ease of use, perceived usefulness and Islamic ethics has significant positive relationship on intention to purchase where attitude was the most influential component on Islamic ethics towards the intention to purchase. Therefore, all hypotheses in the study were also accepted. Entrepreneur, marketers, advertisers, and manufacturer of products may be benefited from this, in doing their advertising and marketing strategies.