Authors : Gema Yulan Dahnis; Ike Kusdyah Rachmawati; Yunus Handoko

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

Google Scholar : https://tinyurl.com/3rjcydy8

Scribd : https://tinyurl.com/5xzxnuyc

DOI : https://doi.org/10.38124/ijisrt/IJISRT24JUL996

Abstract : This research aims to determine and analyze the influence of brand image, product assortment and service quality, both partially and simultaneously, on purchasing decisions for OTC products at Kimia Farma 61 Veteran pharmacy. The research population was all customers who came to Kimia Farma 61 Veteran pharmacy. The sampling technique used was accidental sampling and to determine the sample size using the Lemeshow formula. Based on calculations using the Lemeshow formula, a sample of 96.04 was obtained which was rounded up to 100 customers. The data analysis method used is multiple linear regression analysis. The results of the research found that brand image partially had a positive and significant effect on the decision to purchase OTC products at Kimia Farma 61 Veteran pharmacy with a calculated t value of 4.079 > t table 1.985 and a significance value of 0.000 < 0.05, product assortment partially had a positive and significant effect on decision to purchase OTC products at Kimia Farma 61 Veteran pharmacy with a calculated t value of 4.398 > t table 1.985 and a significance value of 0.000 < 0.05, and service quality partially has a positive and significant effect on the decision to purchase OTC products at Kimia Farma 61 Veteran pharmacy with value t count 3.664 > t table 1.985 and significance value 0.000 < 0.05. Furthermore, brand image, product assortment and service quality simultaneously have a positive and significant influence on the decision to purchase OTC products at Kimia Farma 61 Veteran pharmacy with a calculated F value of 158.948 > F table 2.70 and a significance value of 0.000 < 0.05.

Keywords : Brand Image, Product Assortment, Service Quality, Purchasing Decisions.

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