This study intends to examine the factor that affects customer intention to purchase life insurance in Johor. Insurance price, the demographic of customers, company reputation, and social influence were used as independent variables to examine the impact on the customer intention to purchase life insurance in Johor, dependent variable. The need for life insurance is growing as a result of the rising death rate and life-threatening illnesses in Malaysia. A financial instrument known as life insurance protects the beneficiaries of the insured financially in the case of the insured's death. Although the product is popular, a variety of circumstances may have an impact on a customer's decision to purchase it. This research was conducted using an online questionnaire distributed to a diverse group of respondents regardless of age, gender, race, or ethnicity, who either does not yet have insurance coverage or who does have insurance coverage. A total of 110 respondents answered this survey. SPPS version 29 was used to transform the data from the survey. The research's findings were analyzed using multiple regression analysis. The findings demonstrated that there is a significant influence of insurance price and social influence on the customer’s intention to purchase life insurance in Johor.
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