Uncovering the Influence of Marketing Strategies on Menstrual Health Management During Covid-19 in Indonesia

Widjojo, Rosita and Manurung, Siska Purnama and Aslamiah, Ayu Hidayah and Jolie, Angelica (2023) Uncovering the Influence of Marketing Strategies on Menstrual Health Management During Covid-19 in Indonesia. GAZDASÁG ÉS TÁRSADALOM, 16(34) (2). pp. 101-127. ISSN 0865-7823

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Abstract

The study examines the influence of marketing strategies on menstrual health management (MHM) among Indonesian women during the Covid-19 pandemic. The research used a mixed-method approach, including quantitative surveys and qualitative focus group discussions. Using a sample size of 1,516 respondents, the quantitative findings indicate that marketing strategies did not affect the use of disposable sanitary pads or MHM preferences before the pandemic. However, after Covid-19, marketing strategies of disposable sanitary products had a significant impact on MHM preferences. Qualitative findings revealed that product, price, and promotion are important aspects of marketing strategies that influence MHM during the pandemic. Due to increased time spent at home and internet usage, women have greater access to information about MHM. The study also found a rising awareness of reusable menstrual products, hygiene, and environmental concerns. Thus, the study recommends that menstrual product brands focus on product innovation and social media promo­tional activities to meet the changing needs of Indonesian women during and after the pandemic.

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