Effect of Availability of a Variety of Herbal Medicine Product, Price, and Decision to Purchase Herbal Medicine Product on Consumer Repurchase Intention in the Technical Implementation Unit of the Herbal Materia Medica Laboratory

International Journal of Science and Healthcare Research Pub Date : 2023-10-24 DOI:10.52403/ijshr.20230416

Risca Damayanti Fansia, Indasah ., Rahmania Ambarika

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Abstract

The purpose of this research is to analyze effect of availability of a variety of herbal medicine product, price, and decision to purchase herbal medicine product on consumer repurchase intention in the Technical Implementation Unit of the Herbal Materia Medica Laboratory. This research is quantitative in nature using an observational research plan in a cross-sectional manner. Population in this study are consumers who purchased herbal medicine product at the Technical Implementation Unit of the Herbal Materia Medica Laboratory with a sample of 100 respondents taken using a simple random sampling technique. In this research, multiple linear regression analysis is used. The research results showed that availability of a variety of herbal medicine product has a positive and significant effect consumer repurchase intention in the Technical Implementation Unit of the Herbal Materia Medica Laboratory. Price has a positive and significant effect consumer repurchase intention in the Technical Implementation Unit of the Herbal Materia Medica Laboratory. Decision to purchase herbal medicine product has a positive and significant effect consumer repurchase intention in the Technical Implementation Unit of the Herbal Materia Medica Laboratory. Keywords: Availability, Price, Decision to Purchase, Consumer Repurchase Intention

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中药材实验室技术实施单位中药材品种可得性、价格及购买决策对消费者回购意愿的影响

本研究的目的是分析多种草药产品的可得性、价格和购买草药产品的决定对草药实验室技术实施单元消费者回购意愿的影响。本研究本质上是定量的，采用了横断面方式的观察研究计划。本研究的人群是在中药实验室技术实施单位购买中药产品的消费者，采用简单随机抽样的方法抽取了100名受访者。本研究采用多元线性回归分析。研究结果表明，在中药实验室技术实施单位，多种药材产品的可获得性对消费者的再购买意愿有积极显著的影响。价格对中药实验室技术实施单位消费者回购意愿有正向显著影响。在中药材实验室技术实施单位，购买中药材产品的决策对消费者的再购买意愿有正向显著的影响。关键词:可得性、价格、购买决策、消费者再购买意愿

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International Journal of Science and Healthcare Research

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