Consumer Preferences in Choosing Pharmacies in Semarang City: Comparative Study between Independent and Franchise Pharmacies

Abstract

Independent and franchise pharmacies have different characteristics, leading to variations in community preferences when choosing pharmaceutical services. This study aimed to analyze factors influencing community preferences in choosing pharmacy types in Semarang City. The study employed a cross-sectional observational analytic design with 150 respondents using univariate, bivariate (Chi-Square), multivariate (logistic regression), and stratified Mantel-Haenszel analyses. Bivariate analysis showed that pharmacy location, drug price perception, pharmacy appearance, and additional services were significantly associated with pharmacy type selection (p<0,001). Multivariate analysis identified drug price perception (OR=0,098; p=0,001), pharmacy appearance (OR=3,893; p=0,004), and additional services (OR=2,876; p=0,023) as independent factors. Drug price perception was the most dominant factor (Wald=19,458). Mantel-Haenszel analysis confirmed pharmacy location (OR difference=98%) and additional services (OR difference=98%) as confounding variables in the relationship between drug price perception and pharmacy type selection. Independent pharmacies were preferred by price-sensitive consumers, while franchise pharmacies attracted consumers prioritizing physical appearance and additional services.