Pengaruh Kualitas Pelayanan, Harga dan Brand Image dengan Minat Beli Terhadap Keputusan Pembelian Produk Obat OTC di Apotek X Jakarta Timur

MAHESA Pub Date : 2023-11-01 DOI:10.33024/mahesa.v3i11.11364

Lidya Pratiwi Tjaja, Novi Yantih, Lha Haryani Hatta

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Abstract

ABSTRACT The increasingly fierce competition in the pharmaceutical business has forced pharmacies to develop strategies so that more consumers are interested in buying and purchasing OTC medicine products. East Jakarta Pharmacy X's strategy to influence consumer purchasing decision on OTC medicine products using service quality, price and brand image. The purpose of this study focuses on knowing the direct and indirect effect of service quality, price, and brand image with purchase intention on purchasing decisions OTC medicine products at pharmacy X in East Jakarta. The research sample was 200 respondents who were consumers who had purchased OTC medicine products at pharmacy X in East Jakarta at least twice. The sampling technique is purposive sampling. The data analysis technique used Partial Least Square (PLS) Structural Equation Modeling (SEM) analysis which was processed with the help of Smart PLS 3.0 software. The results of the study prove that the service quality, price, and brand image variable directly has a positive and significant effect on purchasing decisions. The price variable directly has a positive and significant effect on purchasing decisions. The service quality, price, and brand image variable has a positive and significant effect on purchasing decisions with purchase intention. Keywords: Service Quality, Price, Brand image, Purchase Intention, Purchase Decision ABSTRAK Persaingan bisnis farmasi yang semakin ketat membuat apotek merancang strategi agar lebih banyak konsumen berminat membeli dan melakukan pembelian produk obat OTC di Apotek X Jakarta Timur. Strategi apotek X Jakarta Timur untuk mempengaruhi keputusan pembelian konsumen pada produk obat OTC menggunakan kualitas pelayanan, harga dan citra merek. Tujuan penelitian ini berfokus untuk mengetahui pengaruh kualitas pelayanan, harga, dan citra merek dengan minat beli terhadap keputusan pembelian produk obat OTC di Apotek X Jakarta Timur. Sampel penelitian sejumlah 200 responden yang merupakan konsumen yang pernah membeli produk obat OTC di Apotek X Jakarta Timur minimal dua kali. Teknik pengambilan sampel yaitu purposive sampling. Teknik analisis data menggunakan analisis Structural Equation Modeling (SEM) Partial Least Square (PLS) yang diolah dengan bantuan software Smart PLS 3.0. Kesimpulan penelitian ini membuktikan bahwa variabel kualitas pelayanan, harga, dan citra merek berpengaruh positif dan signifikan terhadap keputusan pembelian. Variabel kualitas pelayanan berpengaruh positif dan signifikan terhadap keputusan pembelian dengan minat beli. Variabel harga berpengaruh positif dan signifikan terhadap keputusan pembelian dengan minat beli. Variabel citra merek berpengaruh positif dan signifikan terhadap keputusan pembelian dengan minat beli. Kata Kunci: Kualitas Pelayanan, Harga, Citra Merek, Minat Beli, Keputusan Pembelian

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服务质量、价格和品牌形象对在雅加达东部X药店购买OTC制药产品的决定产生了兴趣

医药行业日益激烈的竞争迫使药店制定策略，使更多的消费者有兴趣购买和购买OTC药品。东雅加达药房X利用服务质量、价格和品牌形象影响消费者对OTC药品购买决策的策略。本研究的目的是了解服务质量、价格和品牌形象与购买意愿对东雅加达X药房OTC药品购买决策的直接和间接影响。研究样本为200名受访者，他们是至少两次在东雅加达的X药房购买OTC药品的消费者。抽样技术是有目的的抽样。数据分析技术采用偏最小二乘(PLS)结构方程模型(SEM)分析，并借助Smart PLS 3.0软件进行处理。研究结果证明，服务质量、价格和品牌形象变量直接对购买决策有显著的正向影响。价格变量直接对购买决策有显著的正向影响。服务质量、价格和品牌形象变量对具有购买意愿的购买决策具有显著的正向影响。【关键词】服务质量、价格、品牌形象、购买意向、购买决策【关键词】雅加达木木尔、雅加达木木尔、雅加达木木尔、雅加达木木尔、雅加达木木尔、雅加达木木尔、雅加达木木尔、雅加达木木尔。Strategi apotek X雅加达Timur untuk mempengaruhi keputusan pembelian konsumen pada产品obat OTC menggunakan kualitas pelayanan, harga dan citra merek。Tujuan penelitian ini berfokus untuk mengetahui pengaruh kualitas pelayanan, harga, dan citra merek dengan minat beli terhadap keputusan pembelian product obat OTC di Apotek X Jakarta Timur。Sampel penelitian sejumlah 2000响应yang merupakan konsumen yang pernah成员产品obat OTC di Apotek X Jakarta Timur最小dua kali。泰康样品雅图有目的取样。Teknik分析数据孟古纳坎分析结构方程建模偏最小二乘(PLS)杨diolah登安班组软件Smart PLS 3.0。kespulpan penelitian ini membuktikan bahwa variabel kualitas pelayanan, harga, dan citra merek berpengaruh positive dan signifikan terhadap keputusan pembelian。变量kualitas pelayanan berpengaru是积极的，但意义重大，可能是keputusan penbelian denengan minat beli。变量harabel berpengaru是一个积极的、有意义的词，它可以用来表示一个词的意思。变量citabel merek berpengaru是阳性的，但显著的可能是keputusan penbelian denengan minat beli。Kata Kunci: Kualitas Pelayanan, Harga, Citra Merek, Minat Beli, Keputusan Pembelian

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