The Influence Of Online Customer Reviews And Price Perception On Consumer Purchase Decisions For Otc Products Of Pt. Kalbe Farma Tbk In Lampung Province

Cyntia Lestari; Habiburahman Habiburahman

doi:10.63922/ijevss.v5i03.5825

Cyntia Lestari Universitas Bandar Lampung, Indonesia
Habiburahman Habiburahman Universitas Bandar Lampung, Indonesia

DOI: https://doi.org/10.63922/ijevss.v5i03.5825

Keywords: Online Customer Review, Price Perception, Purchasing Decision, Over-the-Counter (OTC) Products

Abstract

Digital transformation has significantly reshaped consumer behavior in obtaining information prior to making purchasing decisions, including for Over-the-Counter (OTC) healthcare products. Information derived from online customer reviews and consumers' perceptions of price fairness has become increasingly influential in the purchasing decision-making process. This study aims to examine the partial and simultaneous effects of online customer reviews and price perception on consumers' purchasing decisions for OTC products of PT Kalbe Farma Tbk in Lampung Province. This study employed a quantitative research approach using a survey method. The respondents consisted of 100 consumers selected through purposive sampling, namely individuals who had previously purchased or used OTC products of PT Kalbe Farma Tbk. Data were collected through questionnaires and analyzed using multiple linear regression with the assistance of IBM SPSS Statistics version 26. The findings indicate that online customer reviews have a positive and statistically significant effect on consumers' purchasing decisions. Likewise, price perception exerts a positive and significant influence on purchasing decisions. Furthermore, both independent variables simultaneously have a positive and significant effect on consumers' purchasing decisions for PT Kalbe Farma Tbk's OTC products in Lampung Province. The coefficient of determination (R²) of 0.504 indicates that online customer reviews and price perception collectively explain 50.4% of the variation in purchasing decisions, while the remaining 49.6% is attributable to other factors outside the scope of this research model. These findings suggest that effective management of online customer reviews, combined with pricing strategies that align with consumers' perceived value, plays an important role in enhancing purchasing decisions for OTC products

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