IAI SPECIAL EDITION: The effect of advertising on the decision to purchase facial wash during the COVID-19 pandemic

Authors

  • Anna Pradiningsih University of Muhammadiyah Mataram, Mataram, Indonesia https://orcid.org/0000-0002-4515-9942
  • Baiq Leny Nopitasari University of Muhammadiyah Mataram, Mataram, Indonesia
  • Ida Ayu Melian University of Muhammadiyah Mataram, Mataram, Indonesia
  • Resi Sukmaningsih University of Muhammadiyah Mataram, Mataram, Indonesia
  • Mahacita Andanalusia University of Muhammadiyah Mataram, Mataram, Indonesia https://orcid.org/0000-0002-8222-8118

DOI:

https://doi.org/10.46542/pe.2022.222.4144

Keywords:

Advertising, COVID-19, Facial wash, Purchasing power

Abstract

Background: During the COVID-19 pandemic, cleanliness became the main everyday concern, particularly facial hygiene. Nowadays, the public has more time to access media; thus, it is expected that promotional media strongly influence the decision to purchase a facial wash.    

Aim: To determine the effect of advertising on the purchasing behaviour of facial wash during the COVID-19 pandemic.    

Methods: This descriptive, observational, and cross-sectional research enrolled 100 students of different majors from the Muhammadiyah University of Mataram, Indonesia. It used the advertising (ad) effect questionnaire to evaluate three advertising indicators, i.e. ad information, ad criteria, and ad component. One-way ANOVA and Spearman Correlation Analysis were used to process the data.    

Results: The overall correlation coefficient was 0.018. The correlation coefficients of each indicator were 0.487 for ad information, 0.02 for ad criteria, and 0.0673 for ad components.

Conclusion: The results revealed an effect of advertising on the decision to purchase facial wash during the COVID-19 pandemic.

Author Biographies

Anna Pradiningsih, University of Muhammadiyah Mataram, Mataram, Indonesia

Faculty of Health Sciences

Baiq Leny Nopitasari, University of Muhammadiyah Mataram, Mataram, Indonesia

Faculty of Health Sciences

Ida Ayu Melian, University of Muhammadiyah Mataram, Mataram, Indonesia

Faculty of Health Sciences

Resi Sukmaningsih, University of Muhammadiyah Mataram, Mataram, Indonesia

Faculty of Health Sciences

Mahacita Andanalusia, University of Muhammadiyah Mataram, Mataram, Indonesia

Faculty of Health Sciences

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Published

2022-03-31

How to Cite

Pradiningsih, A. ., Nopitasari, B. L., Melian, I. A. ., Sukmaningsih, R. ., & Andanalusia, M. . (2022). IAI SPECIAL EDITION: The effect of advertising on the decision to purchase facial wash during the COVID-19 pandemic. Pharmacy Education, 22(2), p. 41–44. https://doi.org/10.46542/pe.2022.222.4144

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Section

Special Edition