creators_name: Dita , Wulansari 	
creators_id: 2221011031
type: thesis
datestamp: 2025-02-11 08:36:43
lastmod: 2025-02-11 08:36:43
metadata_visibility: show
title: PENGARUH BAURAN PEMASARAN DAN HEALTH CONSCIOUSNESS
TERHADAP KEPUTUSAN PEMBELIAN PRODUK SANITASI TANGAN
(Studi pada Konsumen Produk Sanitasi Tangan di Indonesia)
ispublished: pub
subjects: 330
full_text_status: restricted
abstract: Pandemi COVID-19 telah meningkatkan kesadaran masyarakat akan
pentingnya sanitasi dan kesehatan, termasuk meningkatnya permintaan terhadap
produk sanitasi tangan seperti hand sanitizer dan sabun cuci tangan. Perilaku
konsumen terhadap produk sanitasi tangan mengalami perubahan. Dampak jangka
panjang pandemi terkait pengaruh bauran pemasaran dan kesadaran kesehatan
terhadap keputusan konsumen untuk membeli produk sanitasi tangan di Indonesia
masih perlu dianalisis.
Penelitian ini bertujuan untuk menganalisis pengaruh bauran pemasaran
(produk, harga, tempat, dan promosi) dan kesadaran kesehatan terhadap keputusan
pembelian produk sanitasi tangan. Pengukuran variabel-variabel tersebut dilakukan
menggunakan indikator-indikator yang relevan dengan skala Likert 1-5. Data
dianalisis dengan menggunakan model persamaan struktural (SEM) dengan
software Lisrel 8.80. Pengumpulan data dilakukan melalui kuesioner (survei online)
dengan menerapkan teknik purposive sampling Sampel penelitian terdiri dari 250
responden dengan karakteristik yakni seluruh masyarakat Indonesia yang berusia
minimal 12 tahun, pernah melakukan pembelian produk sanitasi tangan di
Indonesia.
Berdasarkan analisis dengan metode SEM Lisrel 8.80, ditemukan bahwa
bauran pemasaran berpengaruh signifikan terhadap keputusan pembelian. Bauran
pemasaran berpengaruh signifikan terhadap kesadaran kesehatan. Kesadaran
kesehatan berpengaruh positif dan signifikan terhadap keputusan pembelian.
Kesadaran kesehatan memediasi secara parsial pengaruh bauran pemasaran
terhadap keputusan pembelian. Sehingga, dapat disimpulkan bahwa bauran
pemasaran dan kesadaran kesehatan berperan penting dalam meningkatkan
keputusan pembelian produk sanitasi tangan.
Kata Kunci: Bauran Pemasaran, Kesadaran Kesehatan, Keputusan
Pembelian, Produk Sanitasi Tangan
The COVID-19 pandemic has raised public awareness of the link between
health and sanitation, which has resulted in a rise in the demand for hand sanitation
supplies like hand sanitizer and hand soap. Consumer behavior towards hand
sanitary products has changed. The long-term impact of the pandemic on the effect
of the marketing mix and health consciousness on consumer decisions to buy hand
sanitary products in Indonesia still needs to be analyzed.
The purpose of this study is to look at the effect of the marketing mix
(product, price, place, and promotion) and health consciousness on hand sanitary
product purchases. Measurement of these variables was carried out using relevant
indicators with a Likert scale of 1-5. The data were analyzed using Lisrel 8.80
software, which included a structural equation model (SEM). Data collection was
carried out through questionnaires (online surveys) by applying purposive sampling
techniques. The research sample consisted of 250 respondents with characteristics
as all Indonesian people aged at least 12 years old, had purchased hand sanitary
products in Indonesia.
Based on analysis using the SEM Lisrel 8.80 method, it was discovered that
marketing mix has a significant effect on purchasing decisions. Marketing mix has
a significant effect on health consciousness. Health consciousness has a positive
and significant effect on purchasing decisions. Health consciousness partially
mediates the effect of the marketing mix on purchasing decisions. Thus, it is
possible to conclude that the marketing mix and health consciousness are essential
factors in enhancing hand sanitary product purchasing decisions.

Keywords: Marketing Mix, Health Consciousness, Purchase Decision, Hand
Sanitary Products
date: 2024-04-26
date_type: published
institution: UNIVERSITAS LAMPUNG
department: FAKULTAS EKONOMI DAN BISNIS
thesis_type: masters
citation:   Dita , Wulansari   (2024) PENGARUH BAURAN PEMASARAN DAN HEALTH CONSCIOUSNESS TERHADAP KEPUTUSAN PEMBELIAN PRODUK SANITASI TANGAN (Studi pada Konsumen Produk Sanitasi Tangan di Indonesia).  Masters thesis, UNIVERSITAS LAMPUNG.   
document_url: http://digilib.unila.ac.id/83041/1/1.%20ABSTRAK%20-%20ABSTRACT%20-Dita%20Wulansari.pdf
document_url: http://digilib.unila.ac.id/83041/2/2.%20TESIS%20FULL%20-%20Dita%20Wulansari.pdf
document_url: http://digilib.unila.ac.id/83041/3/3.%20TESIS%20TANPA%20BAB%20PEMBAHASAN%20-%20Dita%20Wulansari.pdf