Exploring Factors Affecting Purchase Intention of Halal Medicine Products of Indonesian Medicine Consumers

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Yuyun Affandi, Asep Dadang Abdulah, Abdul Mufid, Ali Murtadho, Hasyim Hasanah, Safrodin, Fihris, Kurnia Muhajarah, M. Shofiyuddin, Agus Purwanto

Résumé

The purpose of this study was to determine the factors that influence consumer interest in buying halal processed drugs. This study uses the variable brand image, perceived quality, perceived value, halal certification, health, halal awareness, and halal marketing as factors that influence the purchase intention of halal drugs. This research is a quantitative method using the sampling method of 212 respondents who are customers of halal drugs in Indonesia. Online questionnaire by snowball sampling. The results of data analysis were performed using the SEM-PLS method. The that brand image has not a significant influence on purchase intention,medicine safety has no significant effect on purchase intention, halal awareness and purchase intention shows not  significant effect , Halal certificate has a significant and positive effect on purchase intention, halal marketing has not a significant effect on purchase intention

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