Factor Affecting Purchase Intention of Health Supplement in Malaysia

 

Tan Ying Ling, Wong Chee Hoo, Alex Hou Hong Ng, Lim Kim Yew

  

Faculty of Business, Law and Communication, INTI International University,

71800 Nilai, Negeri Sembilan, Malaysia

 

Corresponding author: cheehoo.wong@newinti.edu.my


AbstractThis 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.

KeywordsPurchase Intention, Theory Planned Behaviour, Health supplement

Vol.2019:005