SUSCEPTIBILITY TO INTERPERSONAL INFLUENCE AMONG YOUNG ADULT MUSLIMS

Abstract

Consumer susceptibility to interpersonal influence is a general trait that varies across persons and affects a number of consumer behaviour.  This study assessed the similarities and differences in terms of consumer susceptibility to interpersonal influence between young adult Muslim living in a Muslim country (i.e. Malaysia) and non-Muslim country (i.e. Britain). To investigate the differences in susceptibility to interpersonal influence between young adult Muslim in Malaysia and Britain, the Consumer Susceptibility to Interpersonal Influence Scale was used.  A total of 175 and 217 completed survey questionnaires were collected from Malaysian Muslim and British Muslim sample, respectively.  Data collected were analysed using exploratory factor analysis and independent t-test. Findings suggest that irrespective of group, there were two-factor dimensions underlying an individual’s susceptibility to interpersonal influence; namely normative and informational influence.  In comparison to British Muslim, Malaysian Muslims were more susceptible to normative influence.  This finding may suggest the importance of group approval among Malaysian Muslims’ decision-making. While most Muslim consumers’ lifestyle, dietary and financial rules are determined by the Islamic faith, findings from this study suggest that they are far from homogeneity.  This study reveals that Muslim consumer from Malaysia and Britain demonstrate differences in terms of their susceptibility to interpersonal influence which consequently will affect marketing practitioners around the world on how to serve their relatively young Muslim consumers from different countries. 

Keywords: Muslim, susceptibility to interpersonal influence, young adult

Cite as: Shukor, A. S., & Omar, N. (2019). Susceptibility to interpersonal influence among young adult Muslims.  Journal of Nusantara Studies, 4(2), 247-264. http://dx.doi.org/10.24200/jonus.vol4iss2pp247-264