Purchase Intention Model for Hospital Services Based on Islamic Sharia Value in Makassar City

Background As a Muslim-majority country, Indonesia has seen an increasing demand for products or services influenced by Islamic values. People want different services and follow the principles they adhere to, including health services. Hospitals with Islamic Sharia Value services are necessary for the Muslim community in Indonesia. However, the number of hospitals, especially those with services according to Islamic Sharia values, is still not widely found. This study aims to develop a purchase intention model for hospital services based on Islamic sharia values in Makassar City. This research was conducted in South Sulawesi Province, especially in Makassar City. Methods This research is explanatory, using descriptive survey and explanatory survey methods. Data collection was done cross-sectionally. The sample was determined based on the entire city's population using simple random sampling, which amounted to 970 samples. Data analysis using Confirmatory Factor Analysis (CFA) and Structural Equation Modeling. Results The results showed that there are four dimensions forming purchase intention, namely transactional value, preferential value, referential value, and exploratory value. There is a significant direct influence on quality value, economic value, emotional value, social value, and Bugis and Makassar cultural values that form consumer value. There is a significant direct influence on Islamic Facilities, Islamic Medical Services, Islamic Support Services, and Islamic Financing that form Islamic Attributes. There is a significant direct effect of perceived value indicators on purchase intention. Trust has no direct effect on purchase intention. Combining the Islamic Sharia value-based purchase intention model can predict people's buying behaviour and become a new nuance in understanding people's desires for health services, especially in Makassar City. Conclusions This study concludes that combining the purchase intention model based on Islamic Sharia values can predict people's buying behaviour and become a new nuance in understanding people's desires for health services, especially in Makassar City. It is recommended that the MUKISI Institution build a network with PERSI to hasten the implementation of Sharia services as a preliminary assessment of Sharia Hospital accreditation.