Helman Arif, Andreina Fara


This study aims to analyze what factors underlie consumer decisions to repurchase antiseptic products in Indonesia. Specifically, the analysis is carried out on variables perceived as risk, perceived price, brand image, brand awareness, subjective norms, and experience that are associated with trust and brand attitude to form repurchasing intention. The study was conducted using a survey method in two years with different data sets of consumers, each with 126 and 114 respondents. The testing was done by regression method. The analysis is then added to the results of focus group discussions (FGD). It was concluded that all research variables proved to influence the intention to repurchase an antiseptic product, however, there was a shift in the order of importance of a factor or variable in which the brand attitude variable became increasingly important while perceived risk and experience became increasingly unimportant.


antiseptic; repurchase intention; perceived risk; perceived price; brand image.

Full Text:



Aaker, D.1991. Managing Brand Equity. The Free Press:New York.

Aaker, D.A.1996. Building Strong Brands. The Free Press:New York.

Bang, H.,Ellinger, A.,Hadjimarcou, J.,T.,P. 2000.Consumer Concern, Knowledge, Belief, and Attitude Toward Renewable Energy: An Application of The Reasoned Action Theory. Journal of Psychology and Marketing. 17 (6),449-468

Bostrom.(2011). Consumer Behavior of Pharmacy Customers: Choice of Pharmacy and Over The-Counter Medicines. Bachelor of Business Administrat on Thesis ARCADA.

Chang, T-Z and Wildt, A.R. (1994) Price, Product Information And Purchase Intention: Anempirical Study. Journal of the Academy of Marketing Science, 22 (1), pp. 16-27.

Dodds, W.B., Monroe, K.B., Grewal, D., 1991. Effects of price, brand and store information on buyers' product evaluations. J. Mark. Res. 28 (3), 307–319.

Dolliver, M. (2001) Call it anti-brand loyalty. Adweek, 42(24).

Euromonitor Internationa. (2017). Woundcare In Indonesia. London: Euromonitor.

Fishbein, M., & Ajzen, A. (1975). Belief, attitude, intention, and behavior: An introduction to theory and research. Reading. MA:Addison-Wesley.

Gomez, M., & Rozano, M (2012). Consumer Dynamics in a Non mature Generic Drugs Market: A Causal Model Explaining Intention to Purchase in Spain. Drug Information Journal, 46 (2), 207 -

Hoover, Robert., Green, Robert., Saegert. Joel. 1978. A Cross-National Study of Perceived Risk. Journal of Marketing. 42 (3), 102-108.

Keller, K.L., 1993. Conceptualizing, measuring and managing customerbased brandequity. J. Mark, 57 (1), 1–22.

Lien, C., Wen, M., Huang, L., & Wu, K. 2015. Online Hotel Booking: The Effects of Brand Image, Price, Trust, and Value on Purchase Intentions. Asia Pacific ManagementReview. 20 (2015).


Malhotra, N.K., Birks, D. F., & Wills, P.2010. Marketing Research: An Applied Approach. Marketing Research.New Jersey: Prentice


Nasir, A. 2018. Pengaruh Inovasi Produk terhadap Kinerja Pemasaran Industri Mebel di Kabupaten Pasuruan. Referensi: Jurnal Ilmu Manajemen dan Akuntansi. 6(2), 17-23.

Ogletorpe J. & Monroe K. 1994. Determinants Of Perceived Health and Safety Risks Selected Hazardous Products and Activities. Journal of Consumer Affairs. 28(2), 326-346.

Rossiter, J. R. & Percy, L., 1987. Advertising and Promotion Managemen . McGraw-Hill: Singapore

Singh, J. 1990. A Typology Of Consumer Dissatisfaction Response Styles. Journal of Retailing. 66 (1).

Yazdanpanah, M., & Fourouzani M. 2015. Application of The Theory of Planned Behaviour to predict Iranian Student’s Intention to Purchase Organic Food. Journal of Cleaner Production. 107. 342-352

Zeithaml, V.A., 1988. Consumer Perceptions Of Price, Quality snd Value: A Means End Model and Synthesis of Evidence. J. Mark. 52, 2–22.



  • There are currently no refbacks.

Copyright (c) 2020 Referensi : Jurnal Ilmu Manajemen dan Akuntansi