Factor Affecting Purchase Intention of Health Supplement in Malaysia

Abstract

This research was initiated to bridge the gap by determining the factors that influence the
purchase intention health supplement in Malaysia and thus provide insights about the
marketing plan to the marketers in the health supplement industry to improve their
competitiveness. Questionnaires were distributed to 386 individual by convenience sampling
in Malaysia via social media such as Facebook and Whatsapp. Besides, correlation study and
multiple regression were applied as the research method. Among five independent variables,
only informational influence showed the insignificant result on purchase intention of health
supplement in Malaysia, while perceived price showed negative relationship on purchase
intention of health supplement in Malaysia.