Factors Influencing Purchase Intention of Healthcare Products During the COVID-19 Pandemic: An Empirical Study in Indonesia

Abstract

The trend towards health product marketing to increase public attention to health values increased during the COVID 19 pandemic. Healthy sanitization is now a more integrated solution to hand washing in Indonesian culture and a tool for monitoring pandemic risk. This study aims to investigate Health Value and Subjective Norms effect on consumers’ Purchase Intention toward hand sanitizer by using attitude as an intervening variable. The total respondents were 160 collected with purposive sampling method, who have bought hand sanitizer in the past eight months, more than 17 years old, and resides in Indonesia during the pandemic. The data was then analyzed using structural equation modelling techniques. The results show that Subjective Norm influence the intention to purchase directly, whilst Health Value does not directly influence the intention to purchase. The processed data then reveal that the attitude has a substantial effect on purchase intention. Consequently, attitude can intervene in the influence of Health Value and Subjective Norm on Purchase Intention. These findings suggest that the medical industry should pay attention to the quality of products it provides to meet consumer expectations and evaluate it regularly to establish a positive approach to marketing activities and to emphasize group references.