<![CDATA[The low level of Islamic insurance adoption in Indonesia indicates that public interest in Islamic insurance products remains relatively low. This study aims to analyze the influence of religiosity, brand awareness, perceived usefulness, perceived risk, and perceived quality on the intention to purchase Islamic insurance, with attitude as a mediating variable among the millennial generation. The study employed a quantitative approach using a purposive sampling technique involving 323 Muslim millennial respondents in Indonesia. The method used was a quantitative approach with primary data collected through questionnaire distribution. This study applied the Structural Equation Modeling–Partial Least Squares (SEM-PLS) method using the SmartPLS application. The results indicate that religiosity (p-value = 0.371) and brand awareness (p-value = 0.687) do not have a significant effect on the intention to purchase Islamic insurance. In contrast, perceived usefulness (p-value = 0.009), perceived risk (p-value = 0.028), perceived quality (p-value = 0.008), and attitude (p-value < 0.001) have significant effects on intention. Attitude was found to mediate the effects of religiosity, brand awareness, and perceived quality on intention, but it did not mediate the effects of perceived usefulness or perceived risk. The novelty of this study lies in examining the role of attitude as a mediating variable within the Theory of Planned Behavior (TPB) model by integrating religiosity, brand awareness, perceived usefulness, perceived risk, and perceived quality in the context of Indonesia's millennial generation. These findings imply that Islamic insurance companies should prioritize improving service quality, product benefits, and fostering positive consumer attitudes to increase the intention to purchase Islamic insurance.]]>
