Keputusan pembelian produk vitamin c di masa pandemi covid - 19
DOI:
https://doi.org/10.32670/fairvalue.v4i7.1286Keywords:
Price, Culture, Social, Economy, Personal, Psychological, Vitamin C 500 mgAbstract
Vitamin C products during the COVID-19 pandemic had a significant sales
increase. Buying decisions not only influenced by products such as price and
quality, but also influenced by factors that exist around consumers, for example
culture, socio-economic, psychological personality. This study aims to determine
the factors that influence buying decisions for vitamin C products during the
COVID-19 pandemic. The survey was taken by non-probability sampling with
purposive sampling technique on male or female respondents who bought vitamin
C products at pharmacies in Bogor district. Based on the results of SEM statistical
analysis using Lisrel, it is known that price variables, quality variables, cultural
variables, socio-economic variables and personal-psychological variables have a
positive and significant effect on buying decision variables. During the COVID-19
pandemic, the most influential factors on buying decisions for vitamin C products
were personal-psychological factors followed by socio-economic factors, cultural
factors, quality factors and price factors.
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