<![CDATA[This study examines how perceived reduced-risk messaging and digital educational content influence purchase intention for IQOS products in Medan City, with health consciousness positioned as a mediating variable. The study responds to the gap between consumer awareness of heated tobacco alternatives and the still limited conversion into purchase intention. A quantitative causal design was applied using a structured Likert-scale questionnaire distributed to 240 respondents who were smokers or had knowledge of IQOS products in Medan City. The data were analyzed using Partial Least Squares Structural Equation Modeling with a second-order construct approach. The findings show that perceived reduced-risk messaging positively and significantly affects purchase intention (beta = 0.311; t = 6.652; p < 0.001), while digital educational content also has a positive and significant effect (beta = 0.359; t = 8.162; p < 0.001). Health consciousness is the strongest direct predictor of purchase intention (beta = 0.463; t = 9.489; p < 0.001). Both perceived reduced-risk messaging and digital educational content also significantly increase health consciousness. Mediation testing confirms that health consciousness partially mediates the relationship between perceived reduced-risk messaging and purchase intention, and between digital educational content and purchase intention. These results indicate that communication strategies for IQOS should not rely solely on risk-reduction claims, but should integrate credible, accessible, and health-oriented digital education to strengthen consumer evaluation and purchase intention.]]>
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