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Farida Indriani
Master of Management, Faculty of Economics and Business, Diponegoro University, Indonesia
Decision Sciences, Operations Research & Management Social Sciences

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Analysis of Factors Influencing Unbranded Generic Drugs Purchase Decisions in Semarang City Anastasia Vanessa Albertine Sudarto; Farida Indriani
Jurnal Bisnis dan Manajemen Vol 10, No 2 (2023): Jurnal Bisnis dan Manajemen Volume 10 Nomor 1 Tahun 2023
Publisher : University of Merdeka Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26905/jbm.v10i2.10926

Abstract

The rapid development of the pharmaceutical industry presents challenges for companies. Therefore, it is necessary to analyze factors that can influence customer purchasing decisions that are crucial to enabling the establishment of businesses, promoting sales, and leading to profit enhancement. This research aims to investigate the impact of product knowledge, price perception, product quality perception, reference groups, and trust on the purchasing decisions of unbranded generic drugs in the city of Semarang. The data analysis method is Partial Least Squares Structural Equation Modeling (PLS-SEM) technique. A total of 163 respondents were gathered as the sample. The results of hypothesis testing indicate that all variables significantly influence purchasing decisions, both directly and indirectly, mediated by the variable of trust.
Co-Authors Anastasia Vanessa Albertine Sudarto