The Influence of Price, Trust, and Perceived Risk on Repurchase Intentions of Over-The-Counter Generic Medicine in West Java
Mekar Melati Putri Dewanto*

Fakultas Ekonomi Dan Bisnis, Universitas Airlangga, Indonesia
Jl. Airlangga No. 4 Surabaya, Indonesia
*mekar.melati.putri-2020[at]feb.unair.ac.id

Abstract

Generic medicine contains the same active ingredient and has the same dosage form as the originator medicine. Generic medicines improve access to medicine with their price that is generally lower than originator medicine. Despite the lower price, the number of purchase for over-the-counter generic medication in pharmacies and drug stores are still low. This research aims to examine and analyze the influence of Price, Trust, and Perceived Risk on repurchase intentions of generic medicine. This research is a quantitative study. The unit of analysis in this study is consumers who have previously purchased generic medicine in West Java. The sample characteristics in this study are consumers who have previously purchased generic medicine. The method used is a survey method and uses purposive sampling technique to determine sample selected. The research was conducted online through google form to be distributed to research respondents. Partial Least Square - Path Modeling (PLS-PM) is used as the analysis technique. From the research results, Price, Trust, and Perceived Risk all have influence on repurchase intention. Price influences Perceived Quality which influences Trust which influences Perceived Risk. Perceived Quality does not have significant effect on Perceived Risk as it is completely mediated by Trust.

Keywords: Price, Perceived Quality, Trust, Perceived Risk, Repurchase Intention

Topic: Marketing management