PERCEPTION OF MODERN SERVICE FEATURES AS A PREDICTOR OF PUBLIC PURCHASE INTENTION AT PHARMACIES

Siska Waril; Romauli Nainggolan

doi:10.31955/mea.v10i3.7882

Siska Waril Universitas Ciputra
Romauli Nainggolan Universitas Ciputra

DOI: https://doi.org/10.31955/mea.v10i3.7882

Keywords: Modern Pharmacies; User Perceptions; Interest In Using Services; And Digital Pharmacy Services

Abstract

The rapid development of digital technology has transformed pharmaceutical services through the integration of modern pharmacy systems, increasing the need to understand the factors influencing public adoption of pharmacy services. This study aims to examine the effects of perceived modern pharmacy features, service quality, and product quality on public interest in using pharmacy services among residents of Banyuwangi. A quantitative explanatory approach was employed using a cross-sectional survey design, with 100 respondents selected through purposive sampling based on the criteria of being at least 18 years old, residing in Banyuwangi, and having visited a pharmacy within the past six months. Data were collected through an online questionnaire and analyzed using multiple linear regression with JASP software. The multiple linear regression results indicate that the overall regression model is statistically significant (F(3, 96) = 1043.157, p < 0.001) and explains 97.0% of the variance in interest in using pharmacy services (R² = 0.970). Perceived modern pharmacy features showed a negative regression coefficient (β = −1.126, p < 0.001). However, the collinearity diagnostics indicated substantial multicollinearity among the independent variables, with VIF values of 173.847 for perceived modern pharmacy features, 40.399 for service quality, and 94.299 for product quality. Therefore, the individual regression coefficients should be interpreted with considerable caution because multicollinearity may compromise the stability of the estimated effects. Meanwhile, service quality (β = 0.953, p < 0.001) and product quality (β = 1.165, p < 0.001) demonstrate significant positive effects and emerge as the strongest predictors of users' interest in using pharmacy services. These findings highlight the importance of improving service quality and product quality while developing digital pharmacy features that provide distinct value to enhance user adoption and support the delivery of effective, user-centered pharmacy services.

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