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All Journal Jurnal Manajemen Riset Inovasi
Zahwa Rahmadina
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Decision Sciences, Operations Research & Management

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Pengaruh Ketersediaan Obat, Lokasi, dan Kualitas Pelayanan terhadap Keputusan Pembelian di Toko Obat Zahwa Zahwa Rahmadina; Yandra Rivaldo; Mohamad Aras
Jurnal Manajemen Riset Inovasi Vol. 4 No. 2 (2026): Jurnal Manajemen Riset Inovasi
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/mri.v4i2.8931

Abstract

This study investigates the influence of drug availability, location, and service quality on consumer purchasing decisions at Toko Obat Zahwa Batam. The phenomenon underlying this research is a significant decline of 23.3% in transactions at Toko Obat Zahwa over three years (2022–2024). A quantitative approach with survey method was employed, involving 100 respondents selected through purposive sampling. Data were collected using a Likert-scale questionnaire and analyzed through multiple linear regression using IBM SPSS 26. The results indicate that drug availability has a positive and significant effect on purchasing decisions (t = 5.390; sig. = .000), service quality has a positive and significant effect (t = 4.700; sig. = .000), while location does not significantly influence purchasing decisions (t = –0.556; sig. = .579). Simultaneously, all three variables significantly affect purchasing decisions (F = 38.203; sig. = .000) and explain 53.0% of the variance (Adjusted R² = .530). The dominant influence of drug availability confirms the need-driven nature of pharmaceutical retail purchases, while the non-significant effect of location reflects habitual buying behavior among loyal consumers. These findings provide practical implications for independent drug store management in competitive markets.
Co-Authors Mohamad Aras Yandra Rivaldo