Problems and Factors Influencing to Purchasing Decision for Dietary Supplements under the Brand MH LIV

Abstract

The research aimed to (1) study the customers’ purchasing decision for dietary supplements under the brand MH LIV (MH Liv), and (2) study the problem factors and factors influencing the customers’ purchasing decision for dietary supplements under the brand MH LIV (MH Liv). The research was mixed-method design including (1) quantitative research using a survey method with a questionnaire as a data collection tool from a sample group of 400 people, selected by simple random sampling based on probability, and (2) in-depth interviews using an in-depth interview guide as a data collection tool from 5 customers who had previously purchased the dietary supplements under the brand MH LIV (MH Liv). The statistics used in the research include (1) descriptive statistics such as frequency, percentage, mean, and standard deviation, and (2) inferential statistics such as t-test, One-way ANOVA, and regression analysis at a statistical significance level of 0.05.         

The results of the research were as follows: 1) customers' purchasing decisions for dietary supplements under the brand  MH LIV (MH Liv) at a high level, 2) differences in customer demographics, specifically age, significantly influenced the purchasing decision for dietary supplements under the brand MH LIV (MH Liv) at a statistical significance level of 0.05, 3) customers with different purchasing behaviors based on the reasons for purchase exhibited significantly different purchasing decisions for dietary supplements under the brand  MH LIV (MH Liv) at a statistical significance level of 0.05, 4) marketing mix related to people, processes, and physical factors significantly influenced the purchasing decision for dietary supplements under the brand  MH LIV (MH Liv) at a statistical significance level of 0.05, and 5) the problems related to purchasing dietary supplements under the brand  MH LIV (MH Liv) were low, mainly due to product damage during transportation and shipping times exceeding 1 day.