<![CDATA[This study aims to analyze the effect of drug prices on the number of patient visits to practicing physicians at Irvan Farma Pharmacy, Serui, Yapen Islands Regency. The study employed a quantitative approach with a causal associative design. The data used were secondary data for the 2023–2025 period obtained from the pharmacy's management records. The sample was determined using purposive sampling, consisting of 100 generic and patented drugs with the highest sales frequency. Data were collected through documentation supported by observation and interviews. Data analysis was conducted using IBM SPSS Statistics version 25 through classical assumption tests and simple linear regression analysis. The results showed that drug prices did not have a significant effect on the number of patient visits, with a t-test significance value of 0.482 (p > 0.05). The F-test also indicated that the regression model was not significant (Sig. = 0.965). The coefficient of determination (R²) of 0.003 indicated that drug prices explained only 0.3% of the variation in patient visits, while 99.7% was influenced by other factors. The findings indicate that patients' decisions are more strongly influenced by non-price factors, such as service quality, physician competence and reputation, drug availability, accessibility, and patient trust. The study concludes that increasing patient visits should focus on comprehensive improvements in service quality.]]>
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