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All Journal Jurnal Manajemen Terapan dan Keuangan Journal of Business & Banking J-MAS (Jurnal Manajemen dan Sains) Journal of Global Business and Management Review Jurnal Manajemen Bisnis dan Keuangan Wiga : Jurnal Penelitian Ilmu Ekonomi Social Engagement: Jurnal Pengabdian Kepada Masyarakat Madani: Jurnal Pengabdian Masyarakat dan Kewirausahaan
Christiarini, Renny
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Humanities Economics, Econometrics & Finance Social Sciences Other

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Journal : Jurnal Manajemen Bisnis dan Keuangan

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The Role of Mediation in Purchase Intention in Affecting the Decision to Purchase Health Supplement Products Fidia, Fidia; Christiarini, Renny
Jurnal Manajemen Bisnis dan Keuangan Vol 5 No 1 (2024): April 2024
Publisher : https://jurnal.binamandiri.ac.id/

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51805/jmbk.v5i1.196

Abstract

Customer interest in health products has surged due to the COVID-19 virus, impacting the world, including Indonesia. This encourages the community to consistently maintain the cleanliness of their surroundings and fulfill nutritional needs to strengthen the immune system by consuming healthy food and beverages. However, the nutritional content in food and beverages still needs to be improved, requiring the support of health supplements to help meet these nutritional requirements. This research examines the effect of quality, price, e-WOM, celebrity endorser, and brand image on purchase decisions, with purchase intention as the intervening factor. The data collected from 334 respondents who consume health supplements in Batam were analyzed using the Structural Equation Model (SEM). This research states that price does not significantly affect purchase decisions; however, quality, e-WOM, celebrity endorser, and brand image positively and significantly affect purchase decisions. Additionally, the research results indicate that price does not significantly affect purchase decisions when mediated by purchase intention. Meanwhile, the mediating role of purchase intention on quality, e-WOM, celebrity endorser, and brand image significantly affects purchase decisions.
Co-Authors Fidia, Fidia Herdinasari, Renisa Ester Lily Purwianti Macnico, Peter Permata, Nadiva Surya Qadri, Rizni Aulia Seren, Seren Shevia, Shevia