How to cite:
Purnama Dewi Pata, Bernard Alfa E. Manurung, Edwin Hari Wardhana,
Maria Christiane Budiman, Nataliawati (2024) The Impact of Information Quality, Trust, Anxiety,
and Health Consciousness on Intention to Buy Health Supplements in The Post Pandemic Era, (06)
09,
E-ISSN:
2684-883X
The Impact of Information Quality, Trust, Anxiety, and Health Consciousness on
Intention to Buy Health Supplements in The Post Pandemic Era
Purnama Dewi Pata, Bernard Alfa E. Manurung, Edwin Hari Wardhana,
Maria Christiane Budiman, Nataliawati
Universitas Prasetiya Mulya, Indonesia
Email: [email protected]
Abstract
The purpose of this study is to analyze the factors affecting consumer’s intention to buy health
supplements using the expanding theory of planned behavior model. The variables of
perceived information quality, trust, anxiety, health consciousness are integrated in the model
of this study. A total of 333 valid questionnaire responses were collected via an online survey,
from respondents living in Jakarta and suburb (Jabodetabek) area, Indonesia. The findings
indicate that perceived information quality influences trust, anxiety, and health consciousness.
Moreover, both of trust and health consciousness influence customer’s attitude. Eventually,
the customer’s attitude and subjective norms influence the intentions to buy health
supplements. The authors used a sample based on Jabodetabek area that assume they have
similar access to perceived information quality. The present study also has not considered
educational and economic status of the respondents.
Keywords: Attitude, Intention, Indonesia, Theory of planned behavior, Health supplements
INTRODUCTION
In May 2023, The World Health Organization (WHO) announced the end of the
emergency phase of COVID-19. WHO emphasized positive trends in the COVID-19
situation, such as declining deaths, hospitalizations, and ICU admissions, alongside high
population immunity. However, the organization continues to coordinate the global response.
Temporary recommendations include sustaining national capacities, integrating COVID-19
vaccination into routine programs, enhancing surveillance, preparing medical
countermeasures, strengthening risk communication, easing travel restrictions, and supporting
research on vaccines and post-COVID conditions.
As this disease declines, concerns or anxiety about its transmission also decrease. The
Indonesian society, particularly in the Jabodetabek (Jakarta, Bogor, Depok, Tangerang,
Bekasi) area, has resumed their daily activities without the restrictions imposed during the
Covid-19 pandemic era. This change in situation has also affected their consumption
behavior. The post-Covid era has led to significant disruptions in consumer spending,
particularly in health-related products. The Indonesian Health Supplement Entrepreneurs
Association (Sabrina Rhamadanty, 2023) has reported a decrease in the purchase of health
supplements, influenced by changes in public behavior towards health maintenance.
JOURNAL SYNTAX IDEA
p–ISSN: 2723-4339 e-ISSN: 2548-1398
Vol. 6, No. 09, September 2024
Purnama Dewi Pata, Bernard Alfa E. Manurung, Edwin Hari Wardhana,
Maria Christiane Budiman, Nataliawati
3960 Syntax Idea, Vol. 6, No. 09, September 2024
The Ministry of Health Republic of Indonesia (2024) encourages a Health Promotion
Movement, aimed at fostering a culture of healthy living in society by their own volition for a
healthier life. This is stipulated in Health Law No. 17 of 2023, where supplementation is one
of the efforts to fulfill the nutritional needs of the community, prioritizing specific groups. As
defined by National Agency for Drug and Food Control (NADFC) Republic of Indonesia
(2023), health supplements are products intended to supplement nutritional needs, maintain,
enhance, and/or improve health functions, have nutritional value and/or physiological effects,
contain one or more substances such as vitamins, minerals, amino acids, and/or other non-
plant substances that can be combined with plants (Mamahit et al., 2022).
Building upon the Theory of Planned Behavior (Ajzen, 1991), which posits that
behavioral intentions are driven by attitudes, subjective norms, and perceived behavioral
control, this study introduces information quality, trust, anxiety, and health consciousness as
additional determinants of purchase intentions (Conner, 2020). (Najib et al., 2022) conducted
a study on the role of information quality, trust, and anxiety on intention to buy food
supplements at the time of Covid-19 outbreak. This study proves that the extended TPB
model by including information quality, anxiety and trust variables has a greater power to
explain consumer’s intention in the time of a pandemic. (Ünver, 2023) proved that attitude
and behavioral control were significant determinants of purchase intention.
This research aims to fill a gap tunjukan gap, misalnya penelitian terdahulu blm ada.
Research gap, research question? in the literature by examining the combined impact of
information quality, trust, anxiety, and health consciousness on the intention to buy food
supplements within an extended TPB framework. Despite the abundance of studies on
consumer behavior in the health sector, the unique contribution of this study lies in its
comprehensive examination of these four factors simultaneously, providing valuable insights
for marketers, policymakers, and health practitioners aiming to promote healthful behaviors
among the public
RESEARCH METHOD
The empirical study was carried out on the basis of a questionnaire during March to
April 2024. The questionnaire was distributed online to respondents who stay in Jabodetabek
(Jakarta, Bogor, Depok, Tangerang & Bekasi). The location was chosen because Jabodetabek
is the most populated and assume flooded with information about health in Indonesia. The
sample in this research has been chosen based on purposive sampling technique because the
study requires specific criteria so that the samples taken follow the research objectives,
namely being able to solve research problems and provide a representative sample. Many
studies (Mishra et al., 2019; Najib et al., 2022; Nguyen et al., 2019; Suhartanto et al., 2021)
also use purposive sampling to analyze consumer’s purchasing intentions. Therefore, in this
context, the use of purposive sampling is the most appropriate. The respondent criteria in this
study were those who already received information regarding health and have consumed
health supplements before. The reason is that there is a lot of information regarding health.
From the research, we want to know whether the quality of health information influences
trust, anxiety, and health consciousness (Bensley & Brookins-Fisher, 2009). Moreover, both
trust and health consciousness influence customers' attitudes (Sugiyono, 2013). Eventually,
the intentions to buy health supplements are determined by the customers' attitudes and
subjective norms (Figure 1: Research Model). We collected 338 questionnaires from
The Impact of Information Quality, Trust, Anxiety, and Health Consciousness on Intention to
Buy Health Supplements in The Post Pandemic Era
Syntax Idea, Vol. 6, No. 09, September 2024 3961
respondents who lived in Jabodetabek, but after eliminating invalid responses, there were only
333 valid data that were finally used to test the hypotheses.
To measure the variables, this study used 8 hypotheses as explained earlier in literature
review. Questionnaire items proposed in previous research (Najib et al., 2022)and theories
have been adopted and adapted to the research context of the present study. To test the
reliability of the instrument, we calculated Cronbach’s alpha and for validity using the loading
factors. The questionnaire consists of 30 questions, most of the questions were structured. All
variables were measured with a five-point Likert scale, which as a psychometric scale
frequently used in consumer behavior literature, allows respondents to easily rate the extent to
which they agree or disagree with a given statement (Kumar & Lim, 2008).
Tabel 1. construct & measurement present the variables, measurement and sources used
in this study
Variable Name
No of
item
Scale
Source
Perceived Information
3
all using 5-point Likert
Scale
Najib et al, 2022
Trust
3
Najib et al, 2022
Anxiety
6
Najib et al, 2022
Health Consciousness
8
Unver and Sezgin,
2023
Attitude toward food
supplement
3
Najib et al, 2022
Subjective norm
3
Najib et al, 2022
Intention to buy food
supplement
3
Najib et al, 2022
In this study, author using a statistical package for the social sciences (SPSS) multiple
regression analysis is used to examine the cause & effect among variables, the reliability &
validity of the model. SPSS is a powerful software widely used for statistical analysis and
modeling in various fields such as social sciences, business, and research. SPSS can read
various types of data or enter data directly into its data editor (SPSS, 2015).
In research that uses quantitative methods, the quality of data collection is largely
determined by the quality of the instruments or data collection tools used. Research
instruments are said to be good quality and can be accounted for if they are proven valid and
reliable. Testing validity & reliability of the questionnaire is needed to ensure that the
questionnaire used in research can measure research variables well. Meanwhile testing using
Cronbach’s alpha statistic is considered to be reliable when its alpha value greater than 0.70,
under 0.70 considered to be unreliable.
RESULT AND DISCUSSION
Respondent profile
The characteristics of the sample are as follows from the 333 respondents. The number
of female respondents is 148 (44.4%), and male respondents are 185 (55.6%). The
respondents’ age demographics are as follows; 38 (11.4%) respondents are between 19s and
Purnama Dewi Pata, Bernard Alfa E. Manurung, Edwin Hari Wardhana,
Maria Christiane Budiman, Nataliawati
3962 Syntax Idea, Vol. 6, No. 09, September 2024
24s; 85 (25.5%) participants are between 25s and 29s, 115 (34.6%) participants are between
30s and 39s, 68 (20.4%) participants are between 40s and 49s, a total of 27 (8.1%)
participants are over 50s. The respondents’ education demographics are as follows; 121
(36.3%) respondents have senior high school certificates, 32 (9.6%) respondents have
diploma certificates, 150 (45.1%) respondents have bachelor degrees, and 30 (9.0%)
respondents have postgraduate degrees. In terms of marital status, 204 (61.3%) respondents
are married, and 129 (38.7%) respondents are single. In terms of monthly income; 12 (3.6%)
respondents have no income (students and housewives), 55 (16.5%) respondents earn less
than IDR 5m monthly, 156 (46.9%) respondents receive between IDR 5m and IDR 10m
monthly, 53 (15.9%) respondents receive between IDR 10m and IDR 20m monthly, and 57
(17.1%) respondents have over IDR 20m rupiah monthly. Regarding the consumption pattern
of health supplements, a majority 225 (67.6%) respondents consume health supplements when
they feel unhealthy, 70 (21.0%) respondents consume health supplements every day, and 38
(11.4%) respondents do not consume health supplements.
Hypotheses testing
We used IBM SPSS 27 statistical software to evaluate the validity, reliability and
hypotheses. Table 2 shows the results in which the loading factors were 0.522-0.932, and the
Cronbach’s Alpha were 0.746-0.912. Both are greater than the prerequisite values. It means
the indicator items evaluated in this study reach satisfactory validity and reliability.
Table 3 shows the results of the present study in which indicate ‘perceived information’
has significant influence on ‘customer’s trust’ (b = 0.564, t = 12.413, p < 0.001), ‘customer’s
anxiety’ (b = 0.285, t = 5.404, p < 0.001), and ‘customer’s health consciousness’ (b = 0.448, t
= 9.110, p < 0.001); thus, H1, H2 and H3 are accepted. Moreover, both factors ‘trust’ and
‘health consciousness’ have significant effects on ‘attitude toward health supplement’ in
which ‘trust’ has a significant ‘influence on attitude’ (b = 0.413, t = 7.879, p < 0.001), and
‘health consciousness’ factor has a significant influence on ‘attitude’ (b = 0.209, t = 3.556, p <
0.001); thus, H4 and H6 are accepted. Meanwhile variable ‘anxiety’ (b = 0.086, t = 1.569, p >
0.05) has no direct effect on ‘attitude toward health supplement’. It means H5 is rejected.
‘Intention to buy health supplements’ is affected significantly by ‘attitude toward health
supplements’ (b = 0.476, t = 10.610, p < 0.001), and ‘subjective norms’ (b = 0.373, t = 8.319,
p < 0.001); so that H7 and H8 are accepted.
Table 4 shows the Durbin Watson and R
2
value in which indicate the most significant
relationship between the dependent variable ‘intention to buy health supplements’ and the
independent variable ‘attitude towards health supplement', and the independent variable
‘subjective norms’ (R
2
=0.583, Durbin Watson=1.918); therefore based on the linear
regression analysis can be concluded that the dependent variable is influenced by the
independent variables.
The Impact of Information Quality, Trust, Anxiety, and Health Consciousness on Intention to
Buy Health Supplements in The Post Pandemic Era
Syntax Idea, Vol. 6, No. 09, September 2024 3963
Table 2. Validity And Reliability Construct
Loading
factor
Mean
SD
Cronbac
h’s Alpha
3.690
7
0.6535
5
0.798
0.842
0.846
0.845
Loading
factor
Mean
SD
Cronbach
’s Alpha
3.882
9
0.5364
5
0.746
0.812
0.833
0.798
3.438
9
0.6274
4
0.806
0.759
0.837
0.838
0.733
0.522
0.571
3.760
5
0.5438
1
0.878
0.778
0.787
0.731
0.588
0.800
0.801
0.737
0.687
3.728
7
0.6826
5
0.900
0.909
0.932
0.900
Loading
factor
Mean
SD
Cronbach
’s Alpha
Purnama Dewi Pata, Bernard Alfa E. Manurung, Edwin Hari Wardhana,
Maria Christiane Budiman, Nataliawati
3964 Syntax Idea, Vol. 6, No. 09, September 2024
Loading
factor
Mean
SD
Cronbac
h’s Alpha
3.353
4
0.7152
9
0.878
0.907
0.916
0.866
3.497
5
0.7246
9
0.912
0.924
0.918
0.926
Table 3. Hypotheses testing
Hypotheses
Path
coefficient
t-
value
p-
value
Collinearity
Tolerance
Statistics
VIF
Decision
H1: perceived information
→ customer’s trust
0.564
12.413
<0.001
1.000
1.000
Support
H2: perceived information
→ customer’s anxiety
0.285
Kalau ga ada minus
maka tidak terbukti
hipotesisnya
5.404
<0.001
1.000
1.000
Support
H3: perceived information
→ customer’s health
Consciousness
0.448
9.110
<0.001
1.000
1.000
Support
H4: customer’s trust →
attitude towards health
Supplement
0.413
7.879
<0.001
0.704
1.421
Support
H5: customer’s anxiety →
attitude towards health
Supplement
0.086
1.569
0.118
0.650
1.539
Not
support
H6: customer’s health
consciousness → attitude
towards
health supplement
0.209
3.556
<0.001
0.559
1.789
Support
H7: attitude towards food
supplement → intention to
buy
health supplements
0.476
10.610
<0.001
0.628
1.593
Support
H8: subjective norms →
intention to buy health
Supplements
0.373
8.319
<0.001
0.628
1.593
Support
Table 4. Durbin Watson and R
2
value
Independent variable
Dependent variable
R
2
Durbin-
Watson
H1 : perceived information →
customer’s trust
0.318
1.885
H2 : perceived information →
customer’s anxiety
0.081
1.848
H3 : perceived information →
customer’s health
0.200
2.012
The Impact of Information Quality, Trust, Anxiety, and Health Consciousness on Intention to
Buy Health Supplements in The Post Pandemic Era
Syntax Idea, Vol. 6, No. 09, September 2024 3965
Independent variable
Dependent variable
R
2
Durbin-
Watson
consciousness
H4 : customer’s trust →
attitude towards health
supplement
0.363
2.267
H5 : customer’s anxiety →
H6 : customer’s health
consciousness →
H7 : attitude towards health
supplement →
intention to buy health
supplements
0.583
1.918
H8 : subjective norms →
Discussion & implication
Compared To The Emphasis Between During Covid & Post Covid
The research tests latent constructs used in empirical models to analyze the factors
affecting consumer’s intention to buy health supplements using the expanding theory of
planned behavior model (Szymkowiak et al., 2022). The variables of perceived information
quality, trust, anxiety, health consciousness are integrated in the model of this study. The
findings indicate that perceived information quality influences trust, anxiety, and health
consciousness. Moreover, both trust and health consciousness influence customer’s attitude.
Eventually, the intentions to buy health supplements are determined by the customer’s attitude
and subjective norms (Raman et al., 2022; Wang et al., 2022).
From this study, it was found that perceived information quality influences trust,
anxiety, and health consciousness, explaining that the information obtained by respondents is
quality health information. Furthermore, trust and health consciousness drive attitude toward
health supplements, which ultimately explains the positive influence of trust and health
consciousness on the intention to buy health supplements as the level of consumer desire to
consume health supplements in the post-pandemic era. Most participants believe that health
supplements can help maintain health, especially when consumers feel unwell (Carletti et al.,
2020).
A new finding is that anxiety does not influence attitude toward health supplements,
which is reinforced by the new normal condition where society is aware of the ongoing health
risks but does not take action, for example, not wearing masks and not consuming health
supplements. Based on this, using the customers' anxiety approach may not be suitable for
generating the intention to buy health supplements
CONCLUSION
The present study has several academic contributions as follows. First, the TPB is
established by linking the TPB model with perceived information quality, trust and health
consciousness, in which perceived information quality, trust and health consciousness become
important to predict attitudes in the time of post pandemic. Next, the variable of trust and
Purnama Dewi Pata, Bernard Alfa E. Manurung, Edwin Hari Wardhana,
Maria Christiane Budiman, Nataliawati
3966 Syntax Idea, Vol. 6, No. 09, September 2024
health consciousness influence intention via attitudes. Furthermore, we analyzed the effect of
subjective norms on the consumer’s intention to buy health supplements after the COVID-19
pandemic. The findings of this study are expected to lead to a better understanding of the
impact of subjective norms on buying intention toward health supplements in the time of post
pandemic era. Last, the value of this study is offers empirical insight from the perspective that
buying intentions toward health supplements post pandemic COVID-19, indicating that there
is no influence between anxiety and the attitudes toward health supplements..
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Purnama Dewi Pata, Bernard Alfa E. Manurung, Edwin Hari Wardhana,
Maria Christiane Budiman, Nataliawati (2024)
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