| Abstrak/Abstract |
Background: Various choices of topical analgesic to treat
musculoskeletal disorders are available on the market
Objectives: This study aims to determine the influence of
psychological, cultural, social, and personal factors on purchasing
decisions for topical analgesic drugs among consumers who need
medication for musculoskeletal disorders
Methods: This is cross-sectional quantitative research with an
inferential statistics analysis approach. A convenience sampling
technique was used to collect data during January 2023 using a
questionnaire that was distributed online with a Likert scale via Google
Form. A total of 318 respondents from 30 provinces in Indonesia who
purchased topical analgesic drugs with complaints of musculoskeletal
disorders and aged 18-60 years participated in this study. The data was
analyzed using multiple linear regression to determine the relationship
of psychological, cultural, social, and personal factors associated with
purchasing decisions
Results: The study showed that the majority of respondents were male
(50.6%), domiciled in Central Java (20.1%), aged 21-25 years (29.9%),
worked as private employees (37.1%) with a working duration of 6-8
hours (59.4%), and had an income of IDR 2,500,000-3,499,000/month
(40.6%). The product most frequently purchased was the cream dosage
form (60.1%), with locations in pharmacies (74.5%). The results of
partial and simultaneous hypothesis testing show that psychological,
cultural, social, and personal factors have a significant positive
influence (p < 0.05) on the decision to purchase topical analgesic drugs
among consumers who need medication for musculoskeletal disorders
Conclusion: Given that psychological, cultural, social and personal
factors influence decisions, it is recommended that marketers
understand these factors. |
