| Summary: | The growth of the pharmaceutical industry resulted in a competitive
competition that encourages businesses to better understand its customers,
particularly consumer behavior with regard to the factors that influence consumers
in making the decision to consume the drug product. Indonesian pharmaceutical
industry growth is due to growth in sales of OTC products, due to the tendency of
people to make their own treatment for ailments that are not life-threatening. Ulcer
drug is OTC drug classes are widely consumed by the people of Indonesia. Ulcer
drug in question in this research is the drug class antacids. Antacids are drugs that
have the ability to neutralize stomach acid. Antacids are often used as therapy to
relieve symptoms / heartburn. The purpose of this study was to determine the factors
that influence consumers to consume drugs when experiencing symptoms of ulcer /
heartburn by using the theory of planned behavior. The theory of planned behavior
using three variables in predicting intention, the attitude toward the behavior,
subjective norms, and perceived behavioral control. The behavior predicted by
intention and perceived behavioral control.
This research is non-experimental survey design using the associative
approach to data collection tool was a questionnaire a Likert scale with a score of 1
to 5. Respondents involved in this study amounted to 120 people. The method used
in sampling is purposive sampling. Test the validity of a questionnaire carried out by
factor analysis and reliability test was conducted using Cronbach's Alpha. The
collected data were analyzed using multiple linear regression.
The results showed that consumer intentions in ulcer drugs positively and
significantly influenced by attitudes toward the behavior (t-value 3.03, α 0.00),
subjective norm (t-value 2.55, α 0.01), and perceived behavioral control (t-value
2.96, α 0.00). Where subjective norm has the most dominant influence on the
intention ulcer drugs. Consumer behavior in ulcer drugs positively and significantly
influenced by intention (t-value 3.20, α 0.00) and perceived behavioral control (tvalue
4.31, α 0.00).
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