MAP OF THE BEST SELLING HEALTH PRODUCTS DURING THE COVID-19 PANDEMIC PERIOD ON THE POPULAR MARKETPLACE IN INDONESIA
- Jurnal Nasional Terakreditasi
- Wati Susilawati, Dini Turipanam Alamanda, Siti Galfanny Rahmanillahi Sabitri Fajri, Risma Muhamad Ramdani
- Research Horizon, Vol. 2 No. 5, Tahun 2022, e-ISSN: 2807-9531; p-ISSN: 2808-0696
Abstrak
The Covid-19 pandemic can change consumer habits and behavior, consumer preferences regarding the health products they buy in the marketplace are also increasingly shifting. Health products that became the best-selling products during the pandemic included masks, hand sanitizers, face shields and vitamin C. This study aims to determine the criteria for each health product based on health product attributes on popular marketplaces in Indonesia. The research method used is descriptive quantitative with a survey conducted on 100 respondents. The data is then analyzed using a multidimensional scaling approach to produce a map of the best-selling health products on popular marketplaces in Indonesia. The results show that the product that
has the highest ranking in various health product attributes is a mask product, followed by vitamin C, face shield and hand sanitizer. This is seen from the various attributes involved such as efficiency, effectiveness, health benefits, side effects, ingredients, cautions, target accuracy, product reactions and product durability. This study shows that the attribute values of a product can change along with changes in the environment and consumer needs. Keywords: Covid-19, Multidimensional Scaling, Mapping, Health Products.
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