The Muamalat Newsletter Vol.1 2023

FEM Newsletter | June 2023 58 (Pujari et al., 2021). The analysis of intention to purchase has become essential to marketing over the couple of decades. The intention to purchase mentions the probability of a possible consumption plan or the willingness to purchase a product or brand in the future (Huang, et al., 2011). Al-Mamary and Alraja (2022) suggests that a growth in intention reflects an escalate in the probability of performing the actions. Within the perspective of consumer in marketing, previous research has theorized various predictors of the individual belief. Previous studies show there are various intentions has been deliberate, as purchase intent was identified as significant proxy variable for actual adoption (Noppers et al., 2019). Li, et al. (2021) stated that compared with consumers in later stages of adoption, innovators and first time users generally demonstrate greater consumer innovation. As a result, consumer innovative is likely to have a positive result in their intentions to adopt an innovation (Stock et al., 2015). Consumer value perception is one of the most important variables influencing 5G technology adoption and purchase intent. When consumers believe that a product or service is valuable, they are more likely to accept new technologies. In the context of 5G technology, these benefits can include faster internet speeds, better connectivity, and better integration of electronic devices. According to a study by Liang et al. (2021), consumers’ value perception has a favorable and significant influence on the purchase intention of 5G mobile phones in China, in a similar vein, the study by Chen et al. (2020) found that consumer value perception positively influences Taiwanese consumers’ purchase intentions for laptops with 5G capabilities. Consumer innovativeness is another factor that can influence consumer intentions to purchase 5G technology. Consumer innovativeness is defined as the extent to which a person embraces new and innovative goods, services, and technologies is referred to as consumer innovativeness (Mao, 2021). It is the degree to which a person is willing to try novel goods and services. Consumers who are more creative may be more inclined to accept and purchase 5G-enabled devices related to technology. Consumer innovativeness has a significant influence on purchase intention of 5G mobile phones in South Korea (Lee et al., 2020). Similar to this, Liao et al. (2021) discovered that customer innovativeness influences Taiwanese consumers’ intentions to buy 5G-capable laptops in a favorable way. Although both consumer value perceptions and innovativeness have been shown to influence purchase intentions for 5G technology, there may be a more subtle link between these elements. In particular, consumer innovativeness could act as a mediator in the connection between consumer value perception and purchase intention for 5G technology. In other words, users who perceive 5G technology to be valuable may be more inclined to adopt and purchase 5G-enabled products, but this association may be even stronger for users who are more creative. Chen et al. (2021) suggested that consumer innovativeness partly influences the relationship between consumers’ perception of value and purchase intentions for 5G-enabled devices. Research Methodology Theproposedstudy isafieldstudy that investigates the relationship between consumers’ perceived value and innovativeness with purchase intention to adopt 5G technology. For the research design of this study, a cross-sectional survey will be conducted which entails gathering information from a sample of respondents all at once. A self- administered questionnaire will be used for the study. A convenience sample will be used to recruit study participants from the general population of Malaysia. Only people who are at least 18 years old and have experience using or owning a smartphone or laptop will participate in the study. With a population of more than one million, the target sample size was at least 384 samples, as suggested by Krejcie and Morgan (1970). A structural equation modeling (SEM) software will be used to analyze the data obtained. SEM is a statistical method that makes it possible to examine intricate correlations between variables. The hypothesis that customer innovativeness mediates the relationship between consumer value perception and purchase intentions for 5G-enabled devices will be tested in the study using mediation analysis (Creswell, 2012). Conclusion This study aims to shed light on the factors that influencing Malaysian consumer’s innovativeness which lead to purchase intentions for 5G technology. The 5G technology is meant to be more reliable, massive network capacity, increase availability, and a more uniform user