The Effect of Marketing Mix and Health Consciousness on Purchase Decisions of Sanitary Products

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.