Sadana, Valderama Tri (2025) Pengaruh Harga, Promosi, Keamanan Dan Pelayanan Terhadap Keputusan Pembelian Produk Farmasi Pada Apotek Konvensional & Online Dengan Variasi Produk Sebagai Moderasi. Masters thesis, Universitas Hayam Wuruk Perbanas.
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Abstract
This study aims to determine the effect of price, promotion, security and service on purchasing decisions for pharmaceutical products at conventional drugstore and online drugstore with product variation as a moderation. The research sample of 200 respondents was determined using purposive sampling technique. Data were obtained from filling out a questionnaire with a Likert scale measurement that had been tested for validity and reliability. Data analysis used SEM PLS. The results showed that price and service had a significant positive effect on purchasing decisions at conventional and online drugstore. Promotion and security had no significant effect on purchasing decisions at conventional and online drugstore. Product variation did not moderate the relationship between price, promotion and purchasing decisions at conventional and online drugstore, product variation did not moderate the relationship between security and purchasing decisions at conventional drugstore, but moderated the relationship between service and purchasing decisions. In online drugstore, product variation moderated the relationship between security and purchasing decisions, but did not moderate the relationship between service and purchasing decisions. It is a serious concern for prices and services for conventional and online drugstore as a basis for consumer decision making, on the other hand, the promotion and security aspects need to find the right model so that they also have a positive impact and product variations can be considered as a differentiator from the goods offered.
| Item Type: | Thesis (Masters) |
|---|---|
| Subjects: | 300 - SOCIAL SCIENCE > 380 - 389 COMMERCE, COMMUNICATIONS, TRANSPORTATION > 381 - COMMERCE 600 - TECHNOLOGY > 610 - 619 MEDICINE & HEALTH > 610 - MEDICINE & HEALTH 600 - TECHNOLOGY > 610 - 619 MEDICINE & HEALTH > 613 - PERSONAL HEALTH & SAFETY 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 650 - MANAGEMENT & AUXILIARY SERVICES 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING |
| Divisions: | Magister of Management |
| Depositing User: | VALDERAMA TRI SADANA |
| Date Deposited: | 13 Mar 2025 02:03 |
| Last Modified: | 13 Mar 2025 02:03 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/13049 |
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