Effect of Product Quality Perception, Trust, and Brand Image on Generic Drug Buying Decision and Consumer Satisfaction of Hospital Patients in East Kalimantan

Abstract

The objective of this research is to analyze the effect of product quality perception, trust, and brand image on generic drug buying decision and consumer satisfaction of hospital patients in East Kalimantan.This research used the explanatory observational research design with the cross-sectional study. Its population was all of the general patients who did not use the facility of the Social Security Provider (BPJS) for Health or National Health Insurance/Local Health Insurance. The samples of research consisted of 260 respondents. They were taken by using the accidental random sampling technique. The data of research were analyzed based on the Structural Equation Modeling (SEM) using AMOS.The results of research are as follows:  (1) the product quality perception has a significant effect but is proved to be not valid on the generic drug buying decision of the hospital clients in East Kalimantan; (2) the consumer trust has a significant effect and is proved to be valid on the generic drug buying decision of the hospital clients in East Kalimantan; (3) the brand image has a significant effect and is proved to be valid on the generic drug buying decision of the hospital clients in East Kalimantan; (4) the product quality perception has a significant effect but is proven to be true on the generic drug consumer satisfaction of hospital clients in East Kalimantan; (5)  the consumer trust has a significant effect and is proved to be valid on the generic drug consumer satisfaction of hospital clients in East Kalimantan; (6) the brand image has a significant effect but is proved not to be true  on the generic drug consumer satisfaction of hospital clients in East Kalimantan; and (7) the buying decision has a significant effect and is proved to be valid on the generic drug of hospital clients in East Kalimantan.

Keywords: Product quality perception, trust, brand image, buying decision, customer satisfaction, and generic drug