JOURNAL OF WORLD SCIENCE https://jws.rivierapublishing.id/index.php/jws Volume 2 No. 8 August 2023 DOI: 10.58344/jws.v2i8.407 1149 P-ISSN: 2828-8726 E-ISSN: 2828-9307 ANALYSIS OF CONSUMER BEHAVIOR PURCHASING DRUGS IN THE REGIONAL PHARMACY OF BEKASI TIMUR Edward Leonard Parsaoran, Sri Hartono Universitas Mercu Buana, Jakarta, Indonesia eleonard69@gmail.com 1 , sri.hartono@mercubuana.ac.id 2 ABSTRACT This research is motivated by consumer behavior patterns in purchasing medicine at pharmacies. The variables used in this study include price, service quality, purchase decisions, and consumer trust as a mediator. The purpose of this research is to understand and analyze consumer purchasing behavior of medicine at pharmacies in the East Bekasi area. The methodology employed in this study is quantitative research with causal explanation. Data collection techniques involve distributing questionnaires. Meanwhile, the sampling technique utilizes a non-probability sampling design with purposive sampling. Data processing involves Structural Equation Modeling (SEM) using the SmartPLS software version 3.3.7 and includes 138 respondents. Based on the testing and analysis results, it can be concluded that consumer trust mediates price and service quality, consequently exerting a positive and significant influence on the purchase decisions of medicine at East Bekasi Pharmacy. The implications of this research are expected to contribute as information for entrepreneurs and managerial implications that can be practically applied within companies, particularly in determining marketing strategies by managing internal and external factors to enhance sales. Moreover, it also holds theoretical implications in the academic field with the hope of generating new theories. Keywords: price, service quality, consumer trust, purchase decision. Corresponding Author: Edward Leonard Parsaoran E-mail: eleonard69@gmail.com INTRODUCTION The Indonesian pharmaceutical industry currently still has the potential to grow (Nugroho, 2017). This is due to population growth, increased public health awareness, an increasing economy, and improved health access and budget (Nasrullah, 2018). This research helps industry players to obtain information and understand market desires to increase sales. In the first half of 2022, the Chemical, Pharmaceutical, and Traditional Medicine Industry rose 4.3% compared to the first quarter of 2021. Meanwhile, in the second quarter of 2022, construction experienced minus 3.4% compared to the second quarter of 2021. Graph 1.1 shows the industry's annual growth.