Factor Affecting Purchase Intention of Health Supplement in Malaysia

Authors

  • Tan Ying Ling Faculty of Business, Communication and Law, INTI International University, Negeri Sembilan
  • Wong Chee Hoo Faculty of Business, Communication and Law, INTI International University, Negeri Sembilan
  • Alex Hou Hong Ng Faculty of Business, Communication and Law, INTI International University, Negeri Sembilan
  • Lim Kim Yew Faculty of Business, Communication and Law, INTI International University, Negeri Sembilan

Keywords:

Purchase Intention, Theory Planned Behaviour, Health supplement

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.

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Published

2019-10-18

How to Cite

Ying Ling, T., Chee Hoo, W., Hong Ng , A. H., & Kim Yew, L. (2019). Factor Affecting Purchase Intention of Health Supplement in Malaysia. INTI Journal, 2019. Retrieved from https://iuojs.intimal.edu.my/index.php/intijournal/article/view/262

Issue

Vol. 2019: INTI Journal

Section

Articles

License

Copyright (c) 2019 INTI Journal

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.