JEFMS Journal

Google Scholar

Article Pdf

---

ABSTRACT:

The COVID-19 pandemic has raised public awareness of the link between health and sanitation, which has resulted in a rise in the demand for sanitation supplies like hand sanitizer and hand soap. Consumer behavior towards sanitary products has changed. The long-term impact of the pandemic on the effect of the marketing mix and health consciousness on consumer decisions to buy sanitary products in Indonesia still needs to be analyzed. The purpose of this study is to look at the effect of the marketing mix (product, price, place, and promotion) and health consciousness on sanitary product purchases. Measurement of these variables was carried out using relevant indicators with a Likert scale of 1-5. The data were analyzed using Lisrel 8.80 software, which included a structural equation model (SEM). Data collection was carried out through questionnaires (online surveys) by applying purposive sampling techniques. The research sample consisted of 250 respondents with characteristics as all Indonesian people aged at least 12 years old, had purchased sanitary products in Indonesia. Based on analysis using the SEM Lisrel 8.80 method, it was discovered that purchasing decisions are significantly positively affected by the marketing mix. Marketing mix has a significant effect but a weakening effect on health consciousness. Health consciousness has a positive and significant effect on purchasing decisions. Health consciousness has been shown to mediate the effect of the marketing mix on purchasing decisions, but it is weakened. Thus, it is possible to conclude that the marketing mix and health consciousness are essential factors in enhancing sanitary product purchasing decisions.

KEYWORDS:

Marketing Mix, Health Consciousness, Purchase Decision, Sanitary Products

REFERENCES:

1) Abadhanny Pribadi, R. (2019). Marketing Mix And Brand Image On Purchase Decision And Post Purchase Behaviour: Case Study Of Jogja Bay Waterpark. Proceedings on Engineering Sciences, 1(2), 883–900. https://doi.org/10.24874/PES01.02.094

2) Abdelhady, M. R. R., Fayed, H. A. K., & Fawzy, N. M. (n.d.). The Influence of Airlines’ Marketing Mix Elements on Passengers’ Purchasing Decision- Making: The Case of FSCs and LCCs.

3) Abidin, Z., & Triono, L. D. (2020). Fresh frozen fish consumer behavior: Effect of the mix and trust marketing on buying interest, purchase decision and customer satisfaction in E-commerce, silly fish Indonesia. IOP Conference Series: Earth and Environmental Science, 493(1), 012041. https://doi.org/10.1088/1755-1315/493/1/012041

4) Astuti, R., Silalahi, R. L. R., & Wijaya, G. D. P. (2015). Marketing Strategy Based on Marketing Mix Influence on Purchasing Decisions of Malang Apples Consumers at Giant Olympic Garden Mall (MOG), Malang City, East Java Province, Indonesia. Agriculture and Agricultural Science Procedia, 3, 67–71. https://doi.org/10.1016/j.aaspro.2015.01.015

5) Asyer, A. C., & Wijayadi, L. J. (2023). Kadar Hidrasi Kulit Tangan Akibat Penggunaan Hand Sanitizer Dan Cuci Tangan Pada Lansia Penghuni Dua Panti Werdha Jakarta Era Pandemi COVID-19. Jurnal Penelitian, 15(2).

6) Azzadina, I., Huda, A. N., & Sianipar, C. P. M. (2012). Understanding Relationship between Personality Types, Marketing-mix Factors, and Purchasing Decisions. Procedia - Social and Behavioral Sciences, 65, 352–357. https://doi.org/10.1016/j.sbspro.2012.11.133

7) Azize Sahin (2012), “The effects of Brand Experience and service quality on Repurchase Intention: The role of brand relationship quality”. African Journal of Business Management Vol.6 (45), pp. 11190-11201.

8) Banerjee. S.B. (2002). Corporate environmentalism: the construct and its measurement. Journal of Business Research, 55(3), 177-191.

9) Chai, Y.-C., Huang, Y.-F., & Dang, H.-S. (2017). Determining the Effects of Marketing Mix on Customers’ Purchase Decision Using the Grey Model GM(O,N)—Case Study of the Western style Coffeehouse Chains in Vietnam. International Conference on System Science and Engineering.

10) Chaiorawan, P. (n.d.). FACTORS INFLUENCING THE PURCHASING INTENTION OF HEALTH CONSCIOUS CONSUMERS TO BUY ORGANIC FOOD.

11) Chen, M.-F. (2011). The joint moderating effect of health consciousness and healthy lifestyle on consumers’ willingness to use functional foods in Taiwan. Appetite, 57(1), 253–262. https://doi.org/10.1016/j.appet.2011.05.305

12) Chang, K., Hsu, C., & Chen, M. 2019. How Green marketing, Perceived Motives and Incentives Influence Behavioural Intentions. Journal Retailing Consumer Service, 389-413.

13) DiPietro, R. B., Remar, D., & Parsa, H. G. (2016). Health consciousness, menu information, and consumers’ purchase intentions: An empirical investigation. Journal of Foodservice Business Research, 19(5), 497–513. https://doi.org/10.1080/15378020.2016.1189744

14) Fawi, N. M. T., & Abdalla, M. O. M. (2013). Milk Preferences of Consumers and Effect of the Marketing Mix on Consumers’ Purchase Decision of Dairy Products. Indian Journal of Marketing, 43(2), 57. https://doi.org/10.17010/ijom/2013/v43/i2/34052

15) Fuxman, L., Mohr, I., Mahmoud, A. B., & Grigoriou, N. (2022). The new 3Ps of sustainability marketing: The case of fashion. Sustainable Production and Consumption, 31, 384–396. https://doi.org/10.1016/j.spc.2022.03.004

16) Ghufran, M., Ali, S., Ariyesti, F. R., Nawaz, M. A., Aldieri, L., & Xiaobao, P. (2022). Impact of COVID-19 to customers switching intention in the food segments: The push, pull and mooring effects in consumer migration towards organic food. Food Quality and Preference, 99, 104561. https://doi.org/10.1016/j.foodqual.2022.104561

17) Hair, J. F. (2019). Multivariate data analysis (Eighth edition). Cengage

18) Hanaysha, J. R. (2018). An examination of the factors affecting consumer’s purchase decision in the Malaysian retail market. PSU Research Review, 2(1), 7–23. https://doi.org/10.1108/PRR-08-2017-0034

19) Hanaysha, J. R., Al Shaikh, M. E., & Alzoubi, H. M. (2021). Importance of Marketing Mix Elements in Determining Consumer Purchase Decision in the Retail Market: International Journal of Service Science, Management, Engineering, and Technology, 12(6), 56–72. https://doi.org/10.4018/IJSSMET.2021110104

20) Hiransomboon, K. (2012). Marketing Mix Affecting Accommodation Service Buying Decisions of Backpacker Tourist Traveling at Inner Rattanakosin Island in Bangkok, Thailand. Procedia Economics and Finance, 3, 276–283. https://doi.org/10.1016/S2212-5671(12)00152-9

21) Ho, C.-I., Liu, Y., & Chen, M.-C. (2022). Antecedents and consequences of consumers’ attitudes toward live streaming shopping: An application of the stimulus–organism–response paradigm. Cogent Business & Management, 9(1), 2145673. https://doi.org/10.1080/23311975.2022.2145673

22) Houghtaling, B., Serrano, E. L., Kraak, V. I., Harden, S. M., Davis, G. C., & Misyak, S. A. (2019). A systematic review of factors that influence food store owner and manager decision making and ability or willingness to use choice architecture and marketing mix strategies to encourage healthy consumer purchases in the United States, 2005–2017. International Journal of Behavioral Nutrition and Physical Activity, 16(1), 5. https://doi.org/10.1186/s12966-019-0767-8

23) Hoque, M., Alam, Md., & Nahid, K. (2018). Health Consciousness and Its Effect on Perceived Knowledge, and Belief in the Purchase Intent of Liquid Milk: Consumer Insights from an Emerging Market. Foods, 7(9), 150. https://doi.org/10.3390/foods7090150

24) Hsu, S.-Y., Chang, C.-C., & Lin, T. T. (2016). An analysis of purchase intentions toward organic food on health consciousness and food safety with/under structural equation modeling. British Food Journal, 118(1), 200–216. https://doi.org/10.1108/BFJ-11-2014-0376

25) Huang, Y., Meng, R., & Tan, J. (2022). The Impact of Health Consciousness on Organic Lipstick Market: 2022 7th International Conference on Social Sciences and Economic Development (ICSSED 2022), Wuhan, China. https://doi.org/10.2991/aebmr.k.220405.027

26) Kirmani, M. D., Shahzad, N., Ahmad, A., Uddin, S. M. F., Ayyub, S., & Adil, M. (2022). Socio-environmental considerations and organic food consumption: An empirical investigation of the attitude of Indian consumers. Food Quality and Preference, 100, 104604. https://doi.org/10.1016/j.foodqual.2022.104604

27) Kusumawati, R. D., Oswari, T., Yusnitasari, T., & Dutt, H. (2022). Analysis of Marketing Mix and Website Performance on E-marketplace of Agricultural Products. In S. Fong, N. Dey, & A. Joshi (Eds.), ICT Analysis and Applications (Vol. 314, pp. 437–444). Springer Nature Singapore. https://doi.org/10.1007/978-981-16-5655-2_42

28) Kom, N. S., Novela, E. S., & Scherly, H. (2016). Marketing mix analysis that influence the purchasing decisions of wine in DKI Jakarta and Tangerang. 2016 11th International Conference on Knowledge, Information and Creativity Support Systems (KICSS), 1–5. https://doi.org/10.1109/KICSS.2016.7951430

29) Komari, A., Indrasari, L. D., Tripariyanto, A. Y., & Rahayuningsih, S. (2020). Analysis of SWOT Marketing Strategies and 7P Influence on Purchasing Decision. Journal of Physics: Conference Series, 1569(3), 032002. https://doi.org/10.1088/1742-6596/1569/3/032002

30) Kotler, Philip and Amstrong, Garry, 1997. Prinsip-Prinsip Pemasaran. Alih bahasa : Imam Nurwaman, edisi ketiga, Penerbit Airlangga, Jakarta.

31) Kotler, Philip and Kevin Lane Keller. 2016. Marketing Management 15th Edition. New Jersey: Pearson Prentice Hall.

32) Kotler, Philip, and Kevin Lane Keller. 2018. Marketing Management. 14th Edition. New Jersey: Prentice Hall Inc. Leanne, Conny, Souhon, and Thi

33) Le, Q. H., Nguyen, K. H., & Nguyen, T. Y. (2022). effect of marketing mix 4cs on the domestic tourist’s purchase decision - case study in Vietnam: Part 2_research result. International Journal of Health Sciences, 9384–9399. https://doi.org/10.53730/ijhs.v6nS5.9562

34) Lin, H.-C., & Kuo, S.-H. (2020). How does health consciousness influence attitudes of elderly people towards traceable agricultural products? Perspectives of the technology acceptance model. Ageing and Society, 40(8), 1808–1821. https://doi.org/10.1017/S0144686X19000308

35) Marcelina, Jesse dan Tantra, Billy. 2014. Pengaruh Marketing Mix (7p) Terhadap Keputusan Pembelihan Pada Guest House Di Surabaya. Fakultas Ekonomi. Universitas Kristen Petra. Surabaya.

36) Madhyamapurush, W., Saksirikhun, P., Smerchuar, N., & Pinmongkhonkul, S. (2021). MARKETING MIX FACTORS AFFECTING THE PURCHASE OF CULTURAL SOUVENIRS BY THAI CONSUMERS IN PHAYAO PROVINCE, THAILAND. 24(1).

37) Makienko, I., & Rixom, J. (2022). Using Marketing Mix Elasticities to Demonstrate Consumer and Producer Perspectives in Marketing Management Class. The International Journal of Management Education, 20(3), 100689. https://doi.org/10.1016/j.ijme.2022.100689

38) Malhotra, N.K. (2014) Basic marketing research. Person new international ed., 4. ed. Harlow: Pearson.

39) Michaelidou, N., & Hassan, L. M. (2008). The role of health consciousness, food safety concern and ethical identity on attitudes and intentions towards organic food. International Journal of Consumer Studies, 32(2), 163–170. https://doi.org/10.1111/j.1470-6431.2007.00619.x

40) Natasha, C., & Subakti, A. G. (2021). The effect of pricing on purchase decisions in Koultoura coffee. IOP Conference Series: Earth and Environmental Science, 729(1), 012062. https://doi.org/10.1088/1755-1315/729/1/012062

41) Ngai, E. W. T., & Wu, Y. (2022). Machine learning in marketing: A literature review, conceptual framework, and research agenda. Journal of Business Research, 145, 35–48. https://doi.org/10.1016/j.jbusres.2022.02.049

42) Nicholson, K. N., Neumann, K., & Sharma, S. (2019). The Impact of Precipitation on Drinking Water Resources in the Sagarmatha National Park (Mt. Everest Region), Nepal. Journal of Water Resource and Protection, 11(11), 1351–1368. https://doi.org/10.4236/jwarp.2019.1111078

43) Rahamat, S., Jeong, E., Arendt, S. W., & Xu, Y. (2022). Menu labeling influence on purchase behaviors: Applying the theory of planned behavior and health consciousness. Appetite, 172, 105967. https://doi.org/10.1016/j.appet.2022.105967

44) Rahayu, S., & Satria, C. (2019). The Effect of Supply Chain Strategy and Marketing Mixes on Purchase Decisions Sharia Productin Palembang Region. 8(3).

45) Ramanakumar, K. P. V. 2012. Consumer Attitude Towards Green Products ff FMCG Sector: An Empirical Study. International Journal of Research in Commerce and Management 3 (2), pp: 34-38.

46) Riantini, R. E., Andini, S., Florencia, M. M., & Rabiah, A. S. (2019). E-Marketing Strategy Analysis of Consumer Purchase Decision in Indonesia Online Sports Stores. 2019 International Conference on Information Management and Technology (ICIMTech), 426–431. https://doi.org/10.1109/ICIMTech.2019.8843808

47) Santini, Z. I., Koyanagi, A., Tyrovolas, S., Mason, C., & Haro, J. M. (2015). The association between social relationships and depression: A systematic review. Journal of Affective Disorders, 175, 53–65. https://doi.org/10.1016/j.jad.2014.12.049

48) Schiffman, L.G. and Wisenblit, J. (2019) Consumer behavior. Twelfth edition. New York, NY: Pearson.

49) Sekaran. U., & Bougie. R. (2016). Reaserch Methods for Business: A Skill Building Approach. 7th Edition. Wiley & Sons.Sugiyono. 2017. Metode Penelitian Kuantitatif dan Kualitatif. Bandung : Alfabeta

50) Sumarwan, Ujang, A.G, Prihartono, A.W Sumarlin, D.A. Mamahit, E. Purnomo Hadi, J. Hasan, M. Ahmady, R. Wulandari, T. Haryono. 2012. Riset Pemasaran dan Konsumen, Seri 2. Bogor: PT Penerbit IPB Press.

51) Tanjung, I. (2021). Analysis of the Effect of Marketing Mix 7P on Purchase Decisions at Sentra Snack Stores. International Journal of Review Management Business and Entrepreneurship (RMBE), 1(2), 125–133. https://doi.org/10.37715/rmbe.v1i2.2421

52) Tjiptono, Fandy. 2008. Strategi Pemasaran. Edisi III Andi, Yogyakarta.

53) Tjiptono, Fandy 2011. Pemasaran Jasa, Bayumedia Publishing: Malang.

54) Tran, T. A., Pham, N. T., Pham, K. V., & Nguyen, L. C. T. (2020). The Roles of Health Consciousness and Service Quality toward Customer Purchase Decision. The Journal of Asian Finance, Economics and Business, 7(8), 345–351. https://doi.org/10.13106/JAFEB.2020.VOL7.NO8.345

55) Voravudhi, N., Srinuan, C., & Suwannamek, O. (2016). Relationship between Marketing Mix of Whey Protein and Consumer Buying Decision In Bangkok Metropolitan.

56) Wongleedee, K. (2015). Marketing Mix and Purchasing Behavior for Community Products at Traditional Markets. Procedia - Social and Behavioral Sciences, 197, 2080–2085. https://doi.org/10.1016/j.sbspro.2015.07.323

57) Yusmarni, Y., Putri, A., & Paloma, C. (2020). Marketing performance of Kopi Solok Radjo in industrial revolution 4.0 [a case study of Solok Radjo cooperative in Solok District. IOP Conference Series: Earth and Environmental Science, 497(1), 012044. https://doi.org/10.1088/1755-1315/497/1/012044

58) Yoyada, N., Kodrat, D.S. (2017). Effect Of Marketing Mix (7p) On Decision Of Consumer Selection In Ny Dental Clinic Of Surabaya City. The Fourth International Conference On Entrepreneurship | Book One