PERTIMBANGAN KONSUMEN DALAM PURCHASE DECISION OBAT BEBAS PAINKILLER

Febriyanti Nurcahya, Yasintha Soelasih

Abstract


Penelitian ini bertujuan untuk melihat pertimbangan konsumen dalam purchase decision obat bebas painkiller. Responden yang dipilih untuk mengisi survey ini adalah konsumen yang telah membeli obat bebas painkiller selama 3 bulan terakhir. Sampel diambil dengan menggunakan teknik non-probability sampling dengan purposive sampling. Responden pada penelitian ini berjumlah 175 orang. Penelitian ini menggunakan analisis regresi linier berganda untuk pengujiannya. Hasil dari penelitian ini menunjukkan bahwa promotion, product quality, dan price memberikan pengaruh terhadap purchase decision. Sedangkan, perceived risk tidak memberikan pengaruh terhadap purchase decision.


Keywords


obat bebas painkiller, promotion, product quality, price, perceived risk, purchase decision

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DOI: http://dx.doi.org/10.33021/firm.v5i2.1142

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