Relationship of Consumer Involvement, Credibility of the Source of Information and Consumer Satisfaction on Purchase Decision of Non-Prescription Drugs

In choosing appropriate non-prescription drug, consumers need to search for more and impartial information before purchasing in order to achieve best result. The goal of the study was to understand the relationship between Credibility of the Source of Information (I), Consumer Involvement (K) and Consumer Satisfaction (S) on Purchase Decisions (P) of Non-Prescription Drugs. Method of the study is survey and data was analyzed and interpreted using Structure Equation Modeling (SEM) by using Partial Least Square (PLS) software version 2.0. Questionnaires were disseminated to consumers who used certain non-prescription drugs in two big cities in Indonesia. The relationship between I, K, S and P showed positive influence of each other.