Anik Lestari, Isna Ayu Safitri
The purpose of this paper is: 1) to analyse and discuss the influence of product quality towards customers’ purchase decision upon liquid Tolak Angin products in K-24 Pharmacies in East Surabaya; 2) to analyse and discuss the influence of line extension towards customers’ purchase decision upon liquid Tolak Angin products in K-24 Pharmacies in East Surabaya. This research is a conclusive research that attempted at testing some specific hypotheses using a quantitative approach. 1) Product quality has a positive influence on customers’ purchase decision upon Tolak Angin products; 2) line extension has a positive influence on customers’ purchase decision upon Tolak Angin products. The originality of this research lies in the depth of review on empirical research literature about customer satisfaction analysis in the field of traditional pharmaceutical industry, particularly in Indonesia. Copyright © 2022 Inderscience Enterprises Ltd.
Universitas Negeri Surabaya, Rektorat UNESA Street, Lidah Wetan, Lakarsantri Regency, East Java, Surabaya City, 60213, Indonesia
