Introduction: The COVID-19 is an infectious disease that has threatened all countries in the world because its transmission is very easy and fast. This is what causes COVID-19 to become a global pandemic. As a result of the global pandemic, people become anxious, afraid and try to protect themselves and their families by taking vitamins. This research focuses on education about covid-19, perceived behavior control, subjective norm, health consciousness on vitamin purchase intention during the pandemic.
Methods: This study was a quantitative research with a cross sectional design. Collecting data using a questionnaire distributed to all provinces in Indonesia and collected as many as 284 respondents. The research data were analyzed using SmartPLS for confirmatory factor analysis.
Results: The results of this study explain that there is a significant relationship between education about covid-19 and perceived behavior control, subjective norms, health consciousness. Subjective norm and health consciousness also have a significant influence on vitamin purchase intention. Meanwhile, perceived behavior control has no significant effect on vitamin purchase intention during the pandemic.
Conclusion: It is important to raise health consciousness with a good knowledge about health. So that the application of healthy living behavior can become a trend and have a positive impact on realizing health independence.