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.