Cigarette products in Indonesia have developed from conventional cigarettes, cigars, and shisha to electric cigarettes or commonly known as vapes. Indonesia ranks as the country with the third-largest number of smokers globally, even though people know that the consumption of tobacco products can cause harm to their bodies. Warning labels are printed on each pack of conventional cigarettes and e-cigarettes with sentences such as "smoking can damage health" (or similar meaning sentences) and pictures ranging from damaged human lungs, and perforated throat to pictures of fallen teeth. This behavioral phenomenon becomes interesting for further study. This research aims to analyze the influence of product development and health consciousness on purchase intention and its impact on the purchase decision of e-cigarettes in Tangerang City, Indonesia. This study is a quantitative research using a non-probability approach with purposive sampling. The number of populations in this study is 1,378,860, with a minimum sample of 385 respondents. Data were collected by distributing online questionnaires to smokers and non-smokers above 18 years old in Tangerang and then analyzed using SPSS. The results showed that product development has a positive significant impact on purchase intention and purchase decision, and purchase intention has a significant effect on purchase decisions, while other variables have a negative significant impact on each other.

Keywords : Product Development, Health Consciousness, Purchase Intention, Purchase Decision, Cigarette