Factors Influencing Purchase Intention of Preventive Health Service Products of Generation X

Abstract

          This study aims to examine the factors influencing purchase intention of preventive health service products of generation X. The objective of this study were to study the marketing mix 7P’s factors and theory of planned behavior (TPB) factors including attitudes toward the behavior, subjective norm, and perceived behavioral control that influence the purchase intention of preventive health service products of generation X. The study was collected by online questionnaires from a sample group within the Generation X age range of 44-59 years who have previously used preventive health services products, totaling 400 individuals. The sample size for this study will be chosen using the formula from Thanin Silpcharu (2012) with a 95% confidence interval and a 5% margin of error. Additionally, SPSS statistic were used by researcher to evaluate the data. Statistic used to analyze the data include descriptive statistics i.e., percentage, mean, standard deviation and the inferential statistic by using multiple regression analysis.

According to the result of the study, from hypothesis testing, it was found that 1) Marketing mix factors (7Ps) including personnel significantly influence the intention to purchase preventive health services products of Generation X at a statistically significant level of 0.05. and 2) Planned behavior factors, including attitudes, and perceived behavioral control significantly influence the intention to purchase preventive health services products of Generation X at a statistically significant level of 0.05. The results of this study have been presented as recommendations for entrepreneurs, serving as guidelines for improving product and service development and business strategies going forward.