ANALISIS PERILAKU KONSUMEN DALAM PEMILIHAN OBAT GENERIK DAN BERMEREK (STUDI PADA KONSUMEN PRODUK OBAT BERBAHAN AKTIF PARASETAMOL DI WILAYAH KOTA PURWOKERTO, KABUPATEN BANYUMAS, JAWA TENGAH)

• Main Authors: , Ummu Mastna Zuhri, , Dr.Sampurno,MBA.,Apt
• Format: Theses and Dissertations NonPeerReviewed
• Published: [Yogyakarta] : Universitas Gadjah Mada 2012
• Subjects: ETD
• Online Access: https://repository.ugm.ac.id/100890/; http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=57708
• Institution: Universitas Gadjah Mada

One of solution to reduce cost of public health services by increasing generic drug using. Paracetamol is an essential drug which indicated for antiinflammatory and antipyretic that widely used by the Indonesian people. Paracetamol�s marketing as an OTC product was focused on consumers as its direct user. This research conducted to analyze the factors that influencing consumer intentions to purchase and use the paracetamol drugs using Theory of Planned Behavior (TPB) either generic and branded products. Based on TPB, there are three variables that determines the behavior, the attitude toward the behavior (Ab), subjective norms (SN), and perceived behavioral control (PBC). Explanatory was the design of this research study, aims to explain the influence of the independent variables to the dependent variable. This research used survey as its method with the cross sectional data collecting. As elicitation study, an exploratory research is held to determine the salient beliefs of respondents. Amount of Respondents required in this study were 160 Respondents. Result of consumer behavior survey is statistically analyzed using descriptive statistic, multiple linear regression analysis, followed by T-test and Ftest to determine the influence level of independent variable to the dependent variable. The results of this study indicate that attitudes towards behavior, subjective norms, and perceived behavioral control, has a significant influence on consumers behavioral intention to purchase and use either branded and generic paracetamol drugs. Behavioral intention to buy and use generic paracetamol drugs were most influenced by the perceived behavioral control (regression coefficient 14.1) with price of drug as major sub-variable. While the behavioral intention on the consumer of branded paracetamol drugs most heavily influenced by subjective norms (regression coefficient 16.6) with suggest from people who experienced using branded paracetamol drug as major sub-variable.