Factors Affecting Medical Mask Purchase Decision in Covid19 Pandemic

Abstract

This paper aims to analyze the influence of Product (PRO), Service quality elements (SER), Psychological factor (PSY), Brand (BRA) on the purchasing decision of medical masks in the covid19 pandemic in Vietnam. Data was collected Vietnam consumers who are living in Ho Chi Minh City habitually usually use the medical mask. We used R 4.0.2 for analyzing statistics. The results of this study indicate that the Psychological factor (PSY) and Brand (BRA) had an important and positive influence on purchasing decisions the products from the medical mask is 37.77%. Product (PRO) and Service quality elements (SER) are not related to the purchasing decision. Applications of this study give implications to enhance to buy the medical mask in product market development. Previous studies revealed that using linear regression. This study uses the optimal choice by the AIC method.