THE MEDIATION ROLE OF PURCHASE INTENTION ON BRAND IMAGE AND STORE IMAGE ON DRUG PURCHASING DECISIONS IN PHARMACY

Authors

  • Sigit Ratnanto Student of Doctoral Science Management, Indonesia Scholl of Economic (STIESIA) Surabaya
  • Subagyo Nusantra University PGRI Kediri, Kediri, Indonesia

DOI:

https://doi.org/10.24034/icobuss.v3i1.462

Abstract

The aim of this research is to analyze the mediating role of purchase intention on brand image and store image on drug purchase decisions in pharmacies. Using a quantitative approach with survey methods. A sample of 100 respondents were drug consumers in Kediri City pharmacies who did not carry or have a doctor's prescription. Data was collected using a questionnaire. The analysis technique uses Path Analysis (SPSS ver 23.0). The research results show that the purchase intention variable in the brand image variable plays a big role in the purchase decision, whereas in the store image variable in the purchase decision the purchase intention variable does not play a role.

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Published

2024-01-19

How to Cite

Ratnanto, S., & Subagyo, S. (2024). THE MEDIATION ROLE OF PURCHASE INTENTION ON BRAND IMAGE AND STORE IMAGE ON DRUG PURCHASING DECISIONS IN PHARMACY. International Conference of Business and Social Sciences, 3(1), 900–909. https://doi.org/10.24034/icobuss.v3i1.462

Issue

2023: 3rd International Conference on Business and Social Sciences

Section

Articles