ANALISIS KEPUTUSAN KONSUMEN DALAM MEMILIH PRODUK MULTIVITAMIN PADA MASA PASCA PANDEMI COVID-19 DI WILAYAH JABODETABEK

PRAYOGA, DIPO (2023) ANALISIS KEPUTUSAN KONSUMEN DALAM MEMILIH PRODUK MULTIVITAMIN PADA MASA PASCA PANDEMI COVID-19 DI WILAYAH JABODETABEK. S2 thesis, Universitas Mercu Buana Jakarta.

Preview	Text (HAL COVER) 01.Cover.pdf Download (223kB) | Preview
Preview	Text (ABSTRAK) 02.Abstrak.pdf Download (20kB) | Preview
	Text (BAB I) 03.Bab 1.pdf Restricted to Registered users only Download (159kB)
	Text (BAB II) 04.Bab 2.pdf Restricted to Registered users only Download (143kB)
	Text (BAB III) 05.Bab 3.pdf Restricted to Registered users only Download (60kB)
	Text (BAB IV) 06.Bab 4.pdf Restricted to Registered users only Download (231kB)
	Text (BAB V) 07.Bab 5.pdf Restricted to Registered users only Download (23kB)
	Text (DAFTAR PUSTAKA) 08.Daftar Pusaka.pdf Restricted to Registered users only Download (46kB)
	Text (LAMPIRAN) 09.Lampiran.pdf Restricted to Registered users only Download (95kB)

Abstract

The decline in consumer purchasing interest towards multivitamin products during the post-pandemic COVID-19 period isaccompanied by a significant reduction in the market value of multivitamins, amounting to 52% in July 2022 compared to July 2021. 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 reestablishing 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 Plan Behavior (TPB), Purchase Intention, Multivitamins, Attitudes, Subjective Norms, Consumer Trust The decline in consumer purchasing interest towards multivitamin products during the post-pandemic COVID-19 period isaccompanied by a significant reduction in the market value of multivitamins, amounting to 52% in July 2022 compared to July 2021. 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 reestablishing 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 Plan Behavior (TPB), Purchase Intention, Multivitamins, Attitudes, Subjective Norms, Consumer Trust

Item Type:	Thesis (S2)
Call Number CD:	CD/551. 23 102
Call Number:	TM/51/23/121
NIM/NIDN Creators:	55120120066
Uncontrolled Keywords:	Theory Plan Behavior (TPB), Purchase Intention, Multivitamins, Attitudes, Subjective Norms, Consumer Trust
Subjects:	100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 153 Conscious Mental Process and Intelligence/Intelegensia, Kecerdasan Proses Intelektual dan Mental > 153.8 Will, Volition/Kemauan > 153.83 Choice and Decision/Pilihan dan Keputusan 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 154 Subconscious and Altered States and Process/Psikologi Bawah Sadar > 154.6 Sleep Phenomena/Fenomena Tidur > 154.63 Dreams/Mimpi > 154.634 Analysis/Analisis 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
Divisions:	Pascasarjana > Magister Manajemen
Depositing User:	ADELINA HASNA SETIAWATI
Date Deposited:	28 Oct 2023 03:14
Last Modified:	28 Oct 2023 03:15
URI:	http://repository.mercubuana.ac.id/id/eprint/82311

Actions (login required)

View Item