Customer religiosity and their impact on buying decisions: a study among UTM Muslim staffs

Abstract

This study aims to examine the elements of religiosity and their impact on buying decisions among Muslim staff at Universiti Teknologi Malaysia (UTM) using the Conceptual of Religiosity as the basis of the theoretical framework. The other objective is to investigate whether there are significance differences in buying decisions according to gender. Two major dimensions of religiosity were examined in this study which is intellectual and experimental. The sample of this research consists of 322 respondents who are the academic and non academic staffs at all faculties in Universiti Teknologi Malaysia (UTM), Skudai. Questionnaires were distributed to the respondents using the stratified sampling method. Data collected from the questionnaires were analyzed by employing Pearson correlation, and independent ttest. A number of significant findings were reported. The results revealed that one of the elements of religiosity which is experimental dimension has affect customer’s buying decisions. In addition, this study shows that there are significance differences between buying decisions and gender. The practical implications of this study were discussed.