The Influence of Healthy Lifestyle, Brand Image and Quality On Hand Sanitizer Purchase Decisions Which Impact Repeat Purchases

The COVID-19 pandemic has significantly changed people’s lifestyles, encouraging them to live cleaner and healthier in an effort to maintain their immunity. One prominent change is the increased habit of using hand sanitizers as a quick and effective way to keep hands clean and reduce the risk of viral transmission in daily activities. This thesis research aimed to examine the effect of a healthy lifestyle, brand image, and product quality on the purchase decision of hand sanitizer products and how these factors subsequently influence repurchase behavior. This study employed a quantitative research design with data analysis conducted using LISREL 8.80, which allows for accurate testing of structural relationships between variables. The findings of this study indicate that a healthy lifestyle has a significant positive effect on consumers’ initial purchase decisions of Dettol’s hand sanitizer, highlighting the role of health awareness in driving demand for hygiene products during the pandemic. Similarly, brand image significantly affects purchase decisions, showing that a strong and trusted brand enhances consumers’ confidence when selecting hygiene products. Product quality also demonstrated a significant influence on purchase decisions, emphasizing that effectiveness, safety, and reliability remain critical in consumer choice. However, the results also reveal that a healthy lifestyle does not have a direct significant effect on repurchase behavior. In contrast, brand image and product quality both show significant impacts on repurchase decisions, reflecting the importance of maintaining brand trust and consistent product standards to encourage customer loyalty. Furthermore, purchase decisions significantly affect repurchase intentions, confirming that a satisfactory initial purchase experience is a key driver for continued product usage.