Abstract

The declining market share of Sharia-based life insurance members is a persistent challenge, which has raised significant concern in recent years. Therefore, this study aimed to examine the effect of service-perceived quality and brand religiosity on purchasing preferences, with brand trust as an intervening variable in Sharia-based life insurance policies. This was a quantitative study with a consumer behavior method, and the sample population comprised 110 respondents who were selected using the purposive sampling method. Data were collected with questionnaires provided through an online forms, analysis using a structural equation model. The results showed that brand religiosity did not influence purchasing preferences for Sharia-based life insurance policies. However, brand religiosity had an impact on brand trust, which ultimately influenced purchasing preferences.