Intention to buy non-prescription medicine via an e-health platform with product knowledge as the moderator : a case study on Alodokter
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Institusion
Sekolah Tinggi Manajemen Ipmi
Author
Nugraha, Fathur Bhakti
Subject
H Social Sciences (General)
Datestamp
2023-08-02 04:43:07
Abstract :
The covid-19 that has occured has accelerated technological developments and behavioral changes in various fields, including technology and health. Many businesses are forced to shift from offline to online, in order to continue to survive and thrive. Health platforms are increasingly mushrooming along with increasing public awareness and the need for health technology, Alodokter is one of them. This study uses Alodokter, which is one of the digital health initiator platforms in Indonesia with 5 million download at Google play store. The new normal situation of Covid-19 has made online product sales increase sharply. This study aims to measure the intention to buy non-prescription drug via an e-health platform with product knowledge as the moderator. This research followed the influence of product knowledge as the moderating variable that effect relation between personal attitude, perceived social pressure, and perceived autonomy on purchase intention. The limitation of this study does not compare intentions before the Covid-19 situation. The data employed by the SPSS v25 and PLS-SEM software to generate the structural model and analyse the 180 valid respondent. The result showed that product knowledge positively moderates the perceived social pressure variable on purchase intention, but negatively moderates the perceived autonomy variable on purchase intention. The practical implication of the study is to provide the recommendations to increase traffic using e-health platforms, increase non-prescription medicine sales for pharmaceutical companies, and also have a positive impact on the community due to more easy access to information on purchasing drugs that are safe and according to health experts recommendations.
The covid-19 that has occured has accelerated technological developments and behavioral changes in various fields, including technology and health. Many businesses are forced to shift from offline to online, in order to continue to survive and thrive. Health platforms are increasingly mushrooming along with increasing public awareness and the need for health technology, Alodokter is one of them. This study uses Alodokter, which is one of the digital health initiator platforms in Indonesia with 5 million download at Google play store. The new normal situation of Covid-19 has made online product sales increase sharply. This study aims to measure the intention to buy non-prescription drug via an e-health platform with product knowledge as the moderator. This research followed the influence of product knowledge as the moderating variable that effect relation between personal attitude, perceived social pressure, and perceived autonomy on purchase intention. The limitation of this study does not compare intentions before the Covid-19 situation. The data employed by the SPSS v25 and PLS-SEM software to generate the structural model and analyse the 180 valid respondent. The result showed that product knowledge positively moderates the perceived social pressure variable on purchase intention, but negatively moderates the perceived autonomy variable on purchase intention. The practical implication of the study is to provide the recommendations to increase traffic using e-health platforms, increase non-prescription medicine sales for pharmaceutical companies, and also have a positive impact on the community due to more easy access to information on purchasing drugs that are safe and according to health experts recommendations.
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