The aim of this study was to investigate the effect of electronic word of mouth (eWOM) and conventional media on subjective norms and intention to purchase Sharia insurance in Indonesian Muslim society. The research data consisted of 458 Muslim clients who were members of an online community and also policy holders of Sharia insurance in the three largest cities in Indonesia: Jakarta, Semarang, and Surabaya. This study used purposive sampling and structural equation modeling. The research showed that eWOM and conventional media can affect subjective norms. Additionally, subjective norms have a significant effect on the intention to purchase among Sharia insurance customers. This study validated the importance of the variables of eWOM and conventional media in influencing subjective norms and intention to purchase. For Sharia insurance company management, this study can serve as a very useful reference in drafting and formulating campaign strategies. This study also justifies the integrated relationship between eWOM and conventional media with subjective norms and intention to purchase Sharia insurance.

中文翻译：

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电子口碑，传统媒体和主观规范对购买伊斯兰教教保险的意图的作用

这项研究的目的是调查电子口碑（eWOM）和常规媒体对主观规范和购买印尼穆斯林社会伊斯兰教义保险的意图的影响。研究数据包括458个穆斯林客户，他们是一个在线社区的成员，也是印度尼西亚三个最大城市（雅加达，三宝垄和泗水）的伊斯兰保险的保单持有人。这项研究使用了目标抽样和结构方程模型。研究表明，eWOM和常规媒体可以影响主观规范。此外，主观规范对伊斯兰教教义保险客户的购买意愿有重大影响。这项研究证实了eWOM和传统媒体变量在影响主观规范和购买意愿方面的重要性。对于伊斯兰教法的保险公司管理而言，该研究可以为起草和制定竞选策略提供非常有用的参考。这项研究还证明了eWOM与传统媒体之间具有主观规范并打算购买伊斯兰保险的整合关系是合理的。