Abstract:
During the COVID 19 pandemic, there was a growth in the selling of healthcare
products to attract attention to health values. Healthcare products are now a tool for
assessing pandemic risk and a more comprehensive solution for everyone. To
prevent the spread of the Covid-19, the government has implemented all regulations
and policies such as pay attention to health protocol, social distancing, work from
home, stay at home, and travel restrictions. This case makes people have to do all
activities online, especially for making online purchasing, people do with E-
Commerce. As a result, Perceived Value can affect how much health value and fear
of COVID-19 influence a customer's purchase decision from E-Commerce. This
research is quantitative research using primary data and secondary data, and using
non-probability sampling with purposive sampling to spread the questionnaires
with 33 questions and processed with SmartPLS 3.2.9. The total respondents of this
research are 330 respondents with aged around 17-39 years old (millennial
generation) in Indonesia. The result shows 8 hypotheses are accepted. Hence, this
study explains that Health Value, E-Commerce, and Fear of Covid-19 is really bring
Perceived Value on purchase decision.
