Model of Consumer Intention to Purchase Herbal Supplement Products during the COVID-19 Pandemic
Abstract
This paper aims to analyze whether the integrated marketing communication variable is an antecedent variable of the brand's capabilities and whether the purchase intensity variable is a consequence variable of the consumer's capability variable in brand recognition. We analyzed the integrated marketing communication relationship model and the ability of consumers to identify brands to the intensity of purchases of herbal supplement products in the Covid-19 outbreak period. The study uses quantitative methods with a sample survey approach and primary and secondary data. The primary data are collected with a questionnaire measuring on the Likert scale. It was given to 200 consumers of herbal supplement products during the Covid-19 outbreak. The sampling technique using judgment sampling and the analysis tool used is the structural equation model (PLS). The results observed that the variables of public relations, advertising, and information through websites significantly influence consumers' ability to brand (antecedents). Meanwhile, variables of integrated marketing communication that do not affect brand capabilities are direct marketing, promotion, and sponsorship. Furthermore, the ability of consumers to brand recognition has a significant effect on the intensity of purchases of herbal supplement products in the Covid-19 period (variable consequences). The results of this study allow us to advance the theory of purchasing intensity that analyzes its relationship to integrated marketing communication variables and the ability of consumers to brand in consuming herbal products, especially during the Covid-19 outbreak period. Furthermore, it makes scientific contributions in marketing management science related to consumer behavior for strengthening health product-based research. Integrated marketing communication is an antecedent factor that can affect the ability of consumers to brand a product or service to provide information to consumers that will affect them in conducting research. Novelty in this study that was not found in previous research is that three dimensions of variable integrated marketing communication are not significant to the brand's brand capabilities, namely promotion, public relations, and sponsorship.
Keywords: integrated marketing communication, brand recognition, consumer purchase intention, COVID-19.
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