ABSTRACT : This study aims to analyse the consumer purchase intention of the Blood Glucose Monitoring Device and provide insights to reformulate the marketing strategy. Understanding consumer purchase intentions is crucial for developing effective marketing strategies and enhancing the device’s market positioning.
The research design encompasses survey to find solutions for company to reformulate its marketing strategies. Consumer research analysis data involves a survey questionnaire distributed among a diverse sample of potential and current users of Optium consisting of 200 people with the criteria of having diabetes or a family with diabetes. The result showed that five hypotheses were accepted: product of perceived quality, place of brand awareness, promotion of brand awareness, perceived quality of purchase intention and brand awareness of purchase intention. Meanwhile, one hypothesis is unaccepted: the price of perceived quality. The result of these hypotheses was obtained using Partial Least Square-Structural Equation Modelling (PLS-SEM). Based on this analysis, the new proposed marketing mix is determined to meet the market’s needs. This can be achieved by implementing a pre-updated marketing mix. Therefore, several alternative strategies are proposed including encouraging the recommendation from doctors or nurses to build a trust of brand awareness, increasing promotions on diabetes events, focusing on the product availability and maintaining customer relation management.

KEYWORDS – PLS-SEM, blood glucose monitoring, ,purchase intention, perceived quality