Indonesian Business Review
Vol 2 No 1 (2019): Indonesian Business Review

Pengaruh Iklan Obat terhadap Keinginan Membeli Konsumen pada Obat Bebas Resep

Benardi Atmadja (Unknown)
Andrew Dwiarto (Unknown)
Fritz Obed Simamora (Unknown)
Raynaldo Andhika (Unknown)
Septian Budhy Dharmawan (Unknown)

Article Info

Publish Date
27 Jan 2020

Abstract

This research aims to investigate the effect of Direct to Consumer Advertising to Consumer’s purchase intention to OTC drugs, and what is the most variable that affecting consumer’s purchase intention. This research uses a quantitative method to 206 Indonesian respondents. It is found that there are two variables that affecting to consumer’s purchase intention which is health awareness and brand image. This study have a couple of limitation which is only one brand of OTC drugs and the profile of the respondent is Indonesian nationality and have used brand OTC drugs.

Copyrights © 2019




Citation Download
RIS
EndNote, Reference Manager, ProCite
BibTex
Latex, Jabref
Full PDF
1069.914 KB
Original Source
Download Original
Google Scholar
Check in Google Scholar
Journal Info
Indonesian Business Review
Website

Abbrev

ibr

Publisher

Universitas Prasetiya Mulya

Subject

Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

Description

IBR seeks to publish high-quality, scholarly empirical research articles in : - management, - strategic management, - organization, - entrepreneurship, - operation management, - human resource management, - business, and organization topics that test, extend, or build theory and contribute to ...