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

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.