Analysis of the Influence of Product Attributes and Consumer Characteristics on Consumer Preferences and Purchase Decisions of Vitamin C Oral Products During The Covid-19 Pandemic
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Nov 25, 2021
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Abstract
During the Covid-19 pandemic, there was an increase in sales of vitamin C products. A preliminary survey of 57 people aged 18-60 years showed that the most oral vitamin C products consumed is 500 mg and buying decisions was influenced by several things. This study aims to analyze the effect of product attributes and consumer characteristics on consumer preferences and buying decisions for oral vitamin C products during the COVID-19 pandemic. This study was an explanatory quantitative study of 159 respondents who purchased 500 mg oral vitamin C products. Respondents was men and women, aged 18-60 years, bought 500 mg oral vitamin C products without a doctor's prescription at pharmacies in Bogor district, West Java during December 2020 - January 2021 and were not in the healing period. Data was collected by purposive sampling and analyzed by SEM (Structural Equation Modeling) using the Second Order Confirmatory Factor Analysis technique using the Lisrel program. The results showed that the product attributes of 500 mg oral vitamin C had no significant effect on consumer preferences and buying decisions. Consumer characteristics have a significant effect on consumer preferences and buying decisions for 500 mg oral vitamin C products. Consumer preferences have a significant effect on buying decisions for 500 mg oral vitamin C products. During the COVID-19 pandemic, personal psychological factors which are consumer characteristics have the most significant influence on consumer preferences in choosing and buying decisions of 500 mg oral vitamin C products, followed by socio-economic factors and cultural factors.
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How to Cite
Kusumawati, K., Saragi, S., & Putriana, L. (2021). Analysis of the Influence of Product Attributes and Consumer Characteristics on Consumer Preferences and Purchase Decisions of Vitamin C Oral Products During The Covid-19 Pandemic. Enrichment : Journal of Management, 12(1), 751-763. https://doi.org/10.35335/enrichment.v12i1.302
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BPOM. (2020). Langkah Strategis Badan POM dalam Penangan Obat COVID-19. Badan Pengawas Obat dan Makanan.
Dadi, D. (2021). Predatory Arthropods For Brown Planthopper Species (Nilaparvata Lugens Stal): A Comparisonal Study Based On Agroforestric. NVEO-NATURAL VOLATILES & ESSENTIAL OILS Journal| NVEO, 2347-2359.
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Dictionaries, O. L. (2020b). Consumer Definition. https://www.oxfordlearnersdictionaries. com/definition/english/consumer
Dictionaries, O. L. (2020c). Preferences Definition. https://www.oxfordlearnersdictionaries.com/ definition/english/preference?q=preferences
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Holdford, D. (2007). Marketing for Pharmacist (D. S. West (ed.); 2nd Editio). American Pharmacist Association.
Ibrahim, I. R., Ibrahim, M. I. M., & Al-Haddad, M. S. di. (2012). The influence of consumers’ preferences and perceptions of oral solid dosage forms on their treatment. International Journal of Clinical Pharmacy, 34(5), 728–732. https://doi.org/10.1007/s11096-012-9667-6
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Kotler, P., & Amstrong, G. (2018). Principles of Marketing (Seventeeth). Pearson.
Kumparan. (2020). Dampak Corona, Penjualan Vitamin C di Apotek Naik 7 Kali Lipat. 9 April 2020 14:26. https://kumparan.com/kumparanbisnis/dampak-corona-penjualan-vitamin-c-di-apotek-naik-7-kali-lipat-1tBnwqSsPYb
Malhotra, N. K. (2010). Marketing Research: An Applied Orientation (Sixth Edit). Pearson.
Marwati, M., & Amidi, A. (2019). Pengaruh Budaya, Persepsi, Dan Kepercayaan Terhadap Keputusan Pembelian Obat Herbal. Jurnal Ilmu Manajemen, 7(2), 168. https://doi.org/10.32502/jimn.v7i2.1567
Maulida, H. (2020). Kredibilitas Komunikator Jurus Sehat Rasulullah di Kalangan Followers Instagram@ Zaidulakbar (Communication Credibility of the Healthy Way of the Prophet on Instagram Followers@ Zaidulakbar). Jurnal Dakwah Risalah, 31(1), 1-20.
Maulida, H., & Nugrahenti, M. C. (2020). Komunikasi Kesehatan Perilaku Hidup Sehat# JSR Di Media Sosial. Jurnal Teras Kesehatan, 3(1), 18-32.
Pamartha, D. A. (2016). Keputusan Pembelian Kartu Seluler Simpati (Survei pada Masyarakat Desa Wonosari , Kecamatan Pagu , Kabupaten Kediri yang Membeli Kartu Seluler SimPATI ). Administration, 38(1), 14–20.
Prawira, W., & Yogie, R. (2018). Marketing Communication on the Environment Protection on Annual Haze Smoke in Riau Province (no. 7208579). International Institute of Social and Economic Sciences.
Pribadi, P., Pangestuti, R. C. A., & Daniswara, N. J. (2020). Preference of pharmacies selection and OTC medicine purchase with customer segmentation approach: A case study in magelang. International Journal of Scientific and Technology Research, 9(2), 2875–2879.
Riadi, E. (2018). Statistik SEM Structural Equation Modelling dengan Lisrel (E. Kurnia (Ed.)). CV. Andi Offset.
Saputri, R. K. (Universitas N. U. S. G. B., & Yuliani, E. (Universitas P. A. B. S. (2020). Faktor-Faktor Yang Mempengaruhi Konsumen Dalam Pengambilan Keputusan Pembelian Produk Suplemen vitamin C DI BOJONEGORO. JAPRI (jurnal penjas dan farmasi), 3, 44–52. http://journal.unugiri.ac.id/index.php/JAPRI/article/download/161/98
Schiffman, L. G., & Leslie, K. (2015). Consumer Behavior (11th Editi). Pearson Education.
Simamora, B. (2003). Membongkar Kotak Hitam konsumen. PT Gramedia Pustaka Utama.
Sudrajat, A. R., Sumaryana, A., Buchari, R. A., & Tahjan, T. (2018). Perumusan Strategi Pengelolaan Pasar Tradisional di Kabupaten Sumedang. JPPUMA: Jurnal Ilmu Pemerintahan dan Sosial Politik UMA (Journal of Governance and Political Social UMA), 6(1), 53-67.
Sumarwan, U. (2014). Perilaku Konsumen. Teori dan Penerapannya dalam Pemasaran (R. Sikumbang (Ed.); Ed. Kedua). Penerbit Ghalia Indonesia.
Tarigan, M. (Antara). (2020). Berapa Dosis Terbaik Minum Vitamin C Setiap Hari? Rabu, 10 Juni 2020 14:11 WIB. https://gaya.tempo.co/read/1351915/berapa-dosis-terbaik-minum-vitamin-c-setiap-hari
Tjiptono, F. (2008). Strategi Pemasaran. ANDI.
Voicu, M. (2013). Characteristics of the Consumer Preferences Research Process. Global Economic Observer, 1(1), 126–134.
Yudhianto, E. (2015). Perbandingan Preferensi Masyarakat Terhadap Obat Tradisional Dan Obat Modern Di Puskesmas Sei Agul Kelurahan Karang Berombak Medan Tahun 2017.