The influences of product quality and brand expansion toward consumers’ purchase decision of liquid Tolak Angin products (a study on customers’ behaviours in K-24 pharmacies in East Surabaya)

Anik Lestari; Isna Ayu Safitri

doi:10.1504/ijbpim.2022.125172

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The influences of product quality and brand expansion toward consumers’ purchase decision of liquid Tolak Angin products (a study on customers’ behaviours in K-24 pharmacies in East Surabaya)

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Anik Lestari, Isna Ayu Safitri

2022 International Journal of Business Process Integration and Management Vol. 11 Issue 1 Article Cited by 2 SDG 3

Abstract

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.

Affiliations

Universitas Negeri Surabaya, Rektorat UNESA Street, Lidah Wetan, Lakarsantri Regency, East Java, Surabaya City, 60213, Indonesia

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