A Study of Factors Influencing Purchase Decision on Wellness Services in Indonesia

  • Nathalie Maura Soetopo
  • Annisa Rahmani Qastharin

Abstract

The Indonesian wellness industry has shown to grow steadily in these past few years. This condition has become a great potential for Indonesia wellness startups to maximise it. One of the ways is by understanding the customers’ preferences in making purchase decisions. Therefore, this research aims to provide insights on the factors influencing the purchase decision of wellness services in Indonesia. The researcher indicated that brand image, electronic word of mouth (eWOM), perceived quality, and marketing cues have positive and significant influence on the purchase decision. In addition, the perceived CEO image is indicated to have positive and significant moderating influence between the variables mentioned and the purchase decision. The researcher used a quantitative method to analyse the data through online questionnaires by using non-probability, purposive quota sampling with 128 respondents. This research utilised the PLS-SEM method using SmartPLS software. The result of this research showed that only brand image has significant and positive influence on the purchase decision of wellness services in Indonesia.  Further, the insights gained from this research can be used in strategizing marketing and development strategy for wellness services in Indonesia.

Published
2023-09-01
How to Cite
MAURA SOETOPO, Nathalie; QASTHARIN, Annisa Rahmani. A Study of Factors Influencing Purchase Decision on Wellness Services in Indonesia. Asian Journal of Entrepreneurship, [S.l.], v. 4, n. 3, p. 1-10, sep. 2023. ISSN 2716-6635. Available at: <https://myjms.mohe.gov.my/index.php/aje/article/view/23843>. Date accessed: 30 may 2024.
Section
Articles