<![CDATA[ABSTRACT The increasingly fierce competition in the pharmaceutical business has forced pharmacies to develop strategies so that more consumers are interested in buying and purchasing OTC medicine products. East Jakarta Pharmacy X's strategy to influence consumer purchasing decision on OTC medicine products using service quality, price and brand image. The purpose of this study focuses on knowing the direct and indirect effect of service quality, price, and brand image with purchase intention on purchasing decisions OTC medicine products at pharmacy X in East Jakarta. The research sample was 200 respondents who were consumers who had purchased OTC medicine products at pharmacy X in East Jakarta at least twice. The sampling technique is purposive sampling. The data analysis technique used Partial Least Square (PLS) Structural Equation Modeling (SEM) analysis which was processed with the help of Smart PLS 3.0 software. The results of the study prove that the service quality, price, and brand image variable directly has a positive and significant effect on purchasing decisions. The price variable directly has a positive and significant effect on purchasing decisions. The service quality, price, and brand image variable has a positive and significant effect on purchasing decisions with purchase intention. Keywords: Service Quality, Price, Brand image, Purchase Intention, Purchase Decision ABSTRAK Persaingan bisnis farmasi yang semakin ketat membuat apotek merancang strategi agar lebih banyak konsumen berminat membeli dan melakukan pembelian produk obat OTC di Apotek X Jakarta Timur. Strategi apotek X Jakarta Timur untuk mempengaruhi keputusan pembelian konsumen pada produk obat OTC menggunakan kualitas pelayanan, harga dan citra merek. Tujuan penelitian ini berfokus untuk mengetahui pengaruh kualitas pelayanan, harga, dan citra merek dengan minat beli terhadap keputusan pembelian produk obat OTC di Apotek X Jakarta Timur. Sampel penelitian sejumlah 200 responden yang merupakan konsumen yang pernah membeli produk obat OTC di Apotek X Jakarta Timur minimal dua kali. Teknik pengambilan sampel yaitu purposive sampling. Teknik analisis data menggunakan analisis Structural Equation Modeling (SEM) Partial Least Square (PLS) yang diolah dengan bantuan software Smart PLS 3.0. Kesimpulan penelitian ini membuktikan bahwa variabel kualitas pelayanan, harga, dan citra merek berpengaruh positif dan signifikan terhadap keputusan pembelian. Variabel kualitas pelayanan berpengaruh positif dan signifikan terhadap keputusan pembelian dengan minat beli. Variabel harga berpengaruh positif dan signifikan terhadap keputusan pembelian dengan minat beli. Variabel citra merek berpengaruh positif dan signifikan terhadap keputusan pembelian dengan minat beli. Kata Kunci: Kualitas Pelayanan, Harga, Citra Merek, Minat Beli, Keputusan Pembelian]]>
