Authors : Febri Iskandar Samosir; Yunus Handoko; Ike Kusdyah Rachmawati

Volume/Issue : Volume 9 - 2024, Issue 7 - July

Google Scholar : https://tinyurl.com/3hsjxrf6

Scribd : https://tinyurl.com/69y5wsae

DOI : https://doi.org/10.38124/ijisrt/IJISRT24JUL994

Abstract : The evolving societal emphasis on fitness and physical well-being has driven increased demand for health products, including over-the-counter (OTC) supplements and multivitamins. Wellness products, a subcategory of OTC supplements, contain herbal preparations and are believed to offer tangible benefits for health improvement and accelerated healing. This study aimed to empirically examine the influence of brand image, product quality, and promotional activities on purchasing decisions for OTC wellness products at Kimia Farma Drug Store No. 134 in Pejanggik, Mataram. The research employed a quantitative approach, utilizing a survey methodology. Data were collected through the distribution of questionnaires to 90 respondents who had made OTC wellness product purchases at the target store within the preceding three months. Non-probability purposive sampling was utilized for participant selection. The data were analyzed using multiple linear regression techniques processed with SPSS 26.0 software. The results indicate that brand image, product quality, and promotion each had a statistically significant partial effect on purchasing decisions for OTC wellness products. Furthermore, these three factors collectively demonstrated a significant simultaneous effect on purchasing decisions for OTC wellness products at the Kimia Farma Drug Store No. 134 in Pejanggik, Mataram. These findings contribute to the understanding of consumer behavior in the OTC wellness product market and offer valuable insights for the development of effective marketing strategies in this domain.

Keywords : Brand Image; Product Quality; Promotion; Purchase Decision.

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