When price determines choice: A study on immunity supplement consumers in urban pharmacy

I Gusti Ngurah Dwi  Wiryawan; Ardi  Saputra

doi:10.55942/pssj.v5i9.593

Authors

I Gusti Ngurah Dwi Wiryawan Politeknik Negeri Bandung https://orcid.org/0009-0005-9620-8117
Ardi Saputra Widyatama University https://orcid.org/0009-0008-7556-3787

DOI:

https://doi.org/10.55942/pssj.v5i9.593

Keywords:

purchase decision, price, product quality, brand image, urban pharmacy consumers

Abstract

The increased use of immune supplements, particularly in urban areas post-pandemic, has raised questions about the reasons behind consumer purchasing behavior regarding these products. This study aims to explore the impact of product quality, price, and brand image on consumer purchasing decisions for immune supplements in Indonesia, specifically for purchases through national pharmacy chains. The study used a quantitative approach, surveying 125 urban consumers using purposive sampling, and analyzed the data using multiple linear regression analysis. The results showed that price was the most significant decision driver, followed by brand image and product quality, with all factors significantly influencing purchasing decisions. This study provides insights into how price, trust, and perceived value significantly influence consumer purchasing decisions. The results are practical for pharmacy managers and health product companies in developing pricing, branding, and product communication strategies aimed at health-conscious urban residents who prefer affordable products.

Author Biographies

I Gusti Ngurah Dwi Wiryawan, Politeknik Negeri Bandung

I Gusti Ngurah Dwi Wiryawan is a pharmacist, entrepreneur, and lecturer in marketing management at Bandung State of Polytechnic, combining expertise in healthcare, business, and education. He is engaged in developing ventures in the retail pharmacy sector to enhance access to quality pharmaceutical services while applying strategic marketing approaches to optimize operations. His academic focus lies in vocational marketing education, with special interests in strategic planning, digital marketing, and customer engagement.

Ardi Saputra, Widyatama University

Ardi Saputra is a pharmacist and management professional with a master’s degree in management from Widyatama University. He currently serves as a manager at a state-owned retail company in Bekasi, Indonesia, where he applies his expertise in business operations and product development. His professional interests include retail management, product innovation, and strategies for enhancing operational efficiency in the retail sector.

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