Consumer Behavior in Medicine Purchase and Its Implications for Marketing Strategy Formulation: A Case Study of Apotek Vasko

Abstract

The increasing public awareness of health issues compels pharmacies to develop appropriate marketing strategies to enhance consumer purchase decisions. This study aims to analyze the influence of service quality, 4P marketing mix, and digital services on consumer purchase decisions at Vasko Pharmacy in Bekasi. Data were collected through an online questionnaire using purposive sampling of 134 respondents and analyzed with Structural Equation Modeling–Partial Least Square (SEM-PLS). The results show that all independent variables significantly influence purchase decisions, with service quality being the most dominant factor. Empathy and responsiveness dimensions play a crucial role, while digital services such as WhatsApp ordering have been adopted but are not yet optimized. Promotional strategies need further improvement despite showing positive trends. These findings provide practical implications for Vasko Pharmacy to enhance service quality, increase promotional efforts, and develop an integrated digital system to improve customer satisfaction and loyalty.