CONSUMER PURCHASE INTENTION ON DIETARY SUPPLEMENTS IN TELUK INTAN, PERAK

Abstract

The consumption of dietary supplements has been increasing over the years, and it is
believed to promote a healthier lifestyle among consumers. This research was
undertaken to bridge the gap by establishing the factors that lead to purchase
intention on dietary supplements and thus give insights into the marketers to improve
health supplement production. A quantitative methodology was employed for this
study, and data from 200 respondents were collected using a systematic sampling
method. The data were collected through a physical survey and were analyzed using
SPSS software. The findings for Pearson correlation has demonstrated that attitude
(t=.442**, p=<.001), subjective norm (t=.253**, p=.001), perceived behavioral control
(PBC) (t=.350**, p=<.001) and health consciousness (t=.342**, p=<.001) have
significant relationship with consumer purchase intention. The study suggested that it
is incumbent upon healthcare educators and businesses to assume the responsibility
of furnishing consumers with precise and reliable information about the dietary
supplement products available in the market.

Keywords: Attitude, Dietary supplements, Health consciousness, Perceived behavior
control, Purchase intention, Subjective norm.