THE MEDIATION ROLE OF PURCHASE INTENTION ON BRAND IMAGE AND STORE IMAGE ON DRUG PURCHASING DECISIONS IN PHARMACY

RATNANTO, SIGIT and SUBAGYO, SUBAGYO (2023) THE MEDIATION ROLE OF PURCHASE INTENTION ON BRAND IMAGE AND STORE IMAGE ON DRUG PURCHASING DECISIONS IN PHARMACY. In: Proceeding 3rd International Conference on Business & Social Sciences (ICOBUSS 2023).

	Text 5a. ICOBUSS-Sigit Ratnanto.pdf Download (484kB)
	Text 5b. Turnitin_ICOBUSS_Sigit Ratnanto.pdf Download (4MB)
	Text 5c. Peer Review Prosiding The Mediation Role Of Purchase Intentionon.pdf Download (308kB)

Abstract

The aim of this research is to analyze the mediating role of purchase intention on brand image and store image on drug purchase decisions in pharmacies. Using a quantitative approach with survey methods. A sample of 100 respondents were drug consumers in Kediri City pharmacies who did not carry or have a doctor's prescription. Data was collected using a questionnaire. The analysis technique uses Path Analysis (SPSS ver 23.0). The research results show that the purchase intention variable in the brand image variable plays a big role in the purchase decision, whereas in the store image variable in the purchase decision the purchase intention variable does not play a role.

Actions (login required)

View Item