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Abstract
The rapid growth of e-commerce in the pharmaceutical sector requires companies to understand key factors influencing consumer purchasing decisions. This study analyzes the effects of product variety, service quality, and delivery methods on purchasing decisions on PT W Pharmacy’s e-commerce platform, with promotion as a moderating variable. A quantitative approach using SEM-PLS was applied to data from 301 respondents. The results show that product variety has a positive and significant effect (coefficient = 0.207; t = 3.623; p = 0.000), as does service quality (coefficient = 0.157; t = 2.150; p = 0.032). Delivery methods show the strongest positive and significant effect (coefficient = 0.227; t = 4.223; p = 0.000). Promotion also directly has a positive and significant effect on purchasing decisions (coefficient = 0.362; t = 4.853; p = 0.000). As a moderating variable, promotion significantly strengthens the effect of service quality (coefficient = 0.196; t = 2.135; p = 0.033), does not significantly moderate product variety (coefficient = -0.090; t = 1.373; p = 0.170), and has a significant negative moderating effect on delivery methods (coefficient = -0.120; t = 2.019; p = 0.044). These findings emphasize the strategic role of delivery, service quality, and targeted promotion in enhancing online purchasing decisions
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Copyright (c) 2025 Dian Kurniasih, Kosasih, Nurmala Ahmar

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This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
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References
Arif M. Survei APJII Pengguna Internet di Indonesia Tembus 215 Juta Orang. APJII. 2023 [diakses 12 Desember 2025]. Tersedia dari: https://apjii.or.id/berita/d/survei-apjii-pengguna-internet-di indonesia-tembus-215-juta-orang
Kotler P, Keller KL. Marketing Management. 16th ed. Pearson; 2022.
Tangkary S. Kemkominfo: Pertumbuhan e-commerce Indonesia Capai 78%. Kominfo. 2020 [diakses 18 Desember 2024]. Tersedia dari: https://www.kominfo.go.id/content/detail/16770/kemkominfopertumbuhan-e-commerce-indonesia capai-78-persen/0/sorotan_media
Sugiyono. Metode penelitian kuantitatif kualitatif dan R&D. Bandung: Alfabeta; 2014.
Ghazali I. Model persamaan struktural konsep dan aplikasi dengan program AMOS 20.0. Semarang: Diponegoro PBPU; 2008.
Kotler P, Armstrong G. Principles of Marketing. 18th ed. Pearson Education; 2021
Parasuraman A, Zeithaml VA, Berry LL. SERVQUAL: A Multiple-item Scale for Measuring Consumer Perceptions of Service Quality. J Retailing. 1988;64(1):12-40.
Zeithaml VA. Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. J Mark. 1988;52(3):2-22.
Schiffman LG, Wisenblit J. Consumer Behavior. 12th ed. Pearson; 2019.
Tjiptono F. Strategi Pemasaran. 4th ed. Yogyakarta: Andi; 2015.