Analisis Faktor-Faktor yang Mempengaruhi Perilaku Pembelian Konsumen terhadap Produk Farmasi pada Platform E-Commerce: Tinjauan Sistematis
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Seiring dengan kemajuan teknologi digital, konsumen semakin membeli produk farmasi melalui platform e-commerce karena kemudahan akses dan harga yang kompetitif. Namun, penelitian mengenai faktor-faktor yang memengaruhi pembelian obat resep dan obat bebas (OTC) secara daring masih terbatas. Penelitian ini bertujuan untuk mengidentifikasi faktor-faktor yang memengaruhi keputusan konsumen dalam membeli produk farmasi melalui platform e-commerce. Systematic review dilakukan menggunakan basis data PubMed, Scopus, ScienceDirect, Google Scholar, dan Garuda, dengan publikasi yang dibatasi pada tahun 2012–2025. Data dianalisis menggunakan kerangka TDF dan COM-B. Hasil penelitian menunjukkan sebelas tema utama yang memengaruhi keputusan konsumen dalam membeli obat melalui e-commerce, meliputi harga dan penghematan biaya, kualitas obat dan layanan, keamanan data dan privasi, risiko dan keterbatasan, aksesibilitas dan kenyamanan, ketersediaan produk, layanan logistik dan pengiriman, kebijakan serta integrasi asuransi, pengalaman pengguna, layanan pelanggan, serta faktor sosial atau kebiasaan. Bukti awal menunjukkan bahwa harga mungkin merupakan faktor yang lebih berpengaruh pada studi yang dilakukan di negara-negara berkembang Asia, sedangkan kualitas, keamanan data, dan aspek regulasi lebih sering dilaporkan dalam jumlah studi yang masih terbatas dari negara-negara maju.
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