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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

Keywords

e-commerce, keputusan pembelian, variasi produk, kualitas pelayanan, metode pengiriman, promosi. : e-commerce, purchasing decisions, product variety, service quality, delivery methods, promotion.

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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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Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

How to Cite
Kurniasih, D., Kosasih, & Ahmar, N. (2025). The Influence of Product Variations, Service Quality, Delivery Methods on Purchasing Decisions in E-Commerce PT W Pharmacies with Moderating Promotional Variables: Pengaruh Variasi Produk, Kualitas Pelayanan, Metode Pengiriman terhadap Keputusan Pembelian di e-Commerce Apotek PT W dengan Variabel Moderasi Promosi. PENDIPA Journal of Science Education, 9(2), 298–302. https://doi.org/10.33369/pendipa.9.2.298-302
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