Pengaruh Kualitas Informasi Produk Dan Kredibilitas Komunikasi Penjual Terhadap Keputusan Pembelian Obat-Obatan Di Pasar Pramuka Jakarta Timur

Abstract

The growth of medicine trading at Pramuka Market, East Jakarta, requires high-quality product information and credible seller communication to influence consumer purchase decisions, given high health risks. This study aims to analyze the influence of product information quality (X1) and seller communication credibility (X2), both partially and simultaneously, on purchase decisions (Y). A quantitative survey method was employed with purposive sampling of 100-150 consumers, using a 5-point Likert scale questionnaire and multiple linear regression analysis via SPSS, including validity, reliability, and classical assumption tests. Results indicate both variables significantly influence partially (t-test) and simultaneously (F-calculated 1078.359; sig. 0.000), with R² of 0.957 (95.7% variance explained). Conclusion: Enhancing product information quality and seller credibility is crucial for medicine marketing strategies in traditional markets.