The Roles of Health Awareness and Knowledge in Medical Takaful Purchase Intention

Abstract

The present study aims to examine the factors of health awareness and knowledge that influence customers’ intention to use medical takaful coverage among the public sector officers in northern Malaysia. A quantitative research methodology was adopted to answer the objectives progressively. In the current research, data from 313 respondents were collected via questionnaires from three different organisations, namely the police department, the fire and rescue firefighter department, and the education department. Moreover, the data analysis was performed using SPSS version 22. The analysis revealed a significant and positive relationship between health awareness and knowledge and the customers’ intention to purchase medical takaful. Apart from that, the results also indicated that only health awareness has a significant influence on the intention with the strongest impact. On the other hand, the knowledge variable had no significant influence on customers’ intention to use medical takaful coverage among the respondents. A number of important limitations need to be considered in the present study which will be further explained in the conclusion section. Furthermore, the current research provides some major implications. First, on behalf of the takaful industry, the findings of the present study encourage the takaful operators, marketing teams, staffs, and agents to improve their performance by increasing their efficiency, creativity, innovation, and knowledge of product features in developing a good impression among potential customers. Second, on behalf of the public sector officers, the results of the study show the important need to enhance the customers’ intention to use medical takaful coverage. Third, the suitability of factors such as health awareness, knowledge and customers’ intention in the previous theory and literature on takaful industry has been proven in the current research. This study helps the marketing team of the takaful operators to formulate marketing strategies that can attract potential customers to participate in the medical takaful coverage, especially among the public sector officers.

Analysis of Factors Influencing Intention to Purchase “Portable Fire Extinguisher” for Residential House in DKI Jakarta

“…In addition to the data above, based on previous journal reviews, there are several other factors that influence consumer purchase intention. As in previous studies, it has been proven that awareness and knowledge are factors that influence consumer buying (Arlanti & Suyanto, 2019;Haji Wahab & Mohd Tajuddin, 2020). In addition, according, quality factors, price perceptions, and brands also have a significant positive effect on purchase intention.…”

How Far Takaful Efficiency Has Been Researched?

“…Health awareness, as a factor revealed by this research, plays an important role in shaping consumer preferences and decisions regarding takaful health products. As stated by Zarunnaim et al (2018), the positive and significant relationship between health awareness and consumer knowledge can provide an important impetus in shaping customers' intention to purchase medical takaful. In this context, this study shows that the higher the level of health awareness, the more likely consumers will tend to choose takaful health products.…”

Customers’ Purchase Intentions on Herbal Products and Supplements During the COVID-19 Pandemic

“…However, the relationship between health consciousness and customers' purchase intentions toward herbal products and supplements is still divergent. In general, previous research has found that health consciousness has positive and significant effect on customers' purchase intention toward herbal products, supplements, and organic and green products (Widyaningtyas et al, 2023;Handayani & Darmawan, 2022;Wahab & Tajuddin, 2020;Parashar et al, 2023;Damberg, 2022;Shah et al, 2021;Tan et al, 2019). Meanwhile, some researchers fail to find the significant effect of health consciousness on customers' purchase intention toward herbal products, supplements, and organic and green products (Sultan et al, 2019;Asteria & Hati, 2023;Echchad, 2023).…”