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

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.