Consumer Decision Analysis in Choosing Multivitamin Products in the Post Covid-19 Pandemic Period in the Jabodetabek Region

Authors : Dipo Prayoga; Sri Hartono

Volume/Issue : Volume 8 - 2023, Issue 7 - July

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This research aims to explore and examine the influence of perceived behavior control (PBC), health consciousness, trust, subjective norms on purchase intention, with attitude as the intervening variable. This study utilized a sample of 182 respondents and employed the Structural Equation Model-Partial Least Squares (SEM-PLS) data analysis approach. The results revealed that attitude has a direct influence on consumer purchase intention towards multivitamin products. Subjective norms were found to have the highest direct influence on the formation of attitudes towards multivitamin products. The findings of this research can provide insights to the pharmaceutical industry regarding the importance of re- establishing communication with consumers regarding the use of multivitamins in the post-pandemic period, through collaboration with healthcare professionals (HCPs) and key opinion leaders.

Keywords : Theory of Planned Behavior, Purchase Intention, Multivitamins, Attitude, Subjective Norm, Consumer Trust, Multivitamins.


Paper Submission Last Date
30 - November - 2023

Paper Review Notification
In 1-2 Days

Paper Publishing
In 2-3 Days

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