Faktor yang memengaruhi minat beli konsumen dalam pembelian obat bebas dengan online = Factors that influence consumers purchase intention in buying over the counter drug online

Purnomo, Chiquita (2021) Faktor yang memengaruhi minat beli konsumen dalam pembelian obat bebas dengan online = Factors that influence consumers purchase intention in buying over the counter drug online. Masters thesis, Universitas Pelita Harapan.

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Abstract

Penggunaan dan perkembangan internet online di segala bidang aktivitas telah menjadi bagian dari kebiasaan masyarakat, membawa perubahan perilaku yang besar membuat masyarakat untuk bisa beradaptasi dan pencarian solusi baru bagi para pelaku pasar khususnya di bidang farmasi dalam melakukan aktifitas penjualannya secara online. Penelitian ini bertujuan untuk mengetahui faktor apa saja yang mempengaruhi minat beli konsumen dalam pembelian obat bebas secara online. Variabel bebas yang dipakai adalah variabel Technology Acceptances Model (TAM) dan variabel Virtual Experiential Marketing (VEM) kemudian ada variabel Kepercayaan sebagai variabel intermediary antara variabel TAM dan VEM dengan variabel terikat yaitu minat membeli. Tipe penelitian ini adalah pengujian hipotesis yang metode pengumpulan data memakai elektronik kuesioner dengan teknik pengambilan sampling non-probabilitas yaitu teknik purposive sampling dengan skala pengukuran skala likert. Jumlah responden dalam penelitian ini berjumlah 174 responden. Hasil penelitian didapat dianalisa menggunakan Structural Equation Model (SEM) Smart PLS. Hasil penelitian memperlihatkan bahwa variabel TAM dan VEM berpengaruh positif terhadap kepercayaan. Kepercayaan dapat memediasi TAM dengan minat beli serta VEM dengan minat beli. Lebih lanjut TAM, VEM dan kepercayaan berpengaruh positif terhadap minat beli / The use and development of the online internet in all areas of activity has become part of people's habits, a behavior that allows people to adapt and find new solutions for market players, especially in the pharmaceutical sector in carrying out their sales activities online. The purpose of this research was to determine the factors that influence consumer purchase intention in buying over the counter drug online. Trust as an intermediary variable from the Technology Acceptances Model (TAM) variable and the Virtual Experiential Marketing (VEM) variable for purchase intention. The type of this research is hypothesis testing, the data collection method used electronic questionnaires with non-probability sampling techniques, purposive sampling technique with likert scale as measurement scale with 174 respondents. The results were analyzed using the Smart PLS-Structural Equation Model (SEM). The results showed that the TAM and VEM variables had a positive effect on trust. Trust can mediate TAM with purchase intention and VEM with purchase intention. Furthermore, TAM, VEM and trust have a positive effect on purchase intention.

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