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.
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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
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