THE EFFECTS OF PRODUCT QUALITY, PRICE, PROMOTION, AND BRAND IMAGE ON CONSUMER PURCHASE DECISIONS PT SANBE FARMA PHARMACEUTICAL PRODUCTS

Abstract

This study examines the impact of product quality, price, promotion, and brand image on consumer purchase decisions for PT Sanbe Farma products. Operating in Indonesia’s growing pharmaceutical industry, PT Sanbe Farma benefits from rising health awareness and government healthcare initiatives. Using a quantitative approach, data was gathered from surveys to analyze the influence of these factors on consumer behavior. The results show that product quality, pricing, promotion, and brand image all have a significant positive impact on purchase decisions, with brand image being the most influential. This emphasizes the importance of trust and reputation in fostering loyalty. These findings offer strategic insights for PT Sanbe Farma to enhance its marketing efforts, optimize its promotional strategies, and adjust pricing to meet consumer needs. The study contributes to understanding consumer behavior in the pharmaceutical industry and provides recommendations for improving marketing effectiveness.