Click, Consult, and Buy: Exploring the Influence of Online Doctor Services on Drug Purchase Decisions

The rapid growth of digital health services in Indonesia has transformed how consumers access medical consultations and purchase pharmaceutical products. However, understanding how online doctor services influence drug purchase behavior in e-marketplaces remains limited. This study aims to examine the factors driving consumers’ purchase decisions by integrating constructs such as perceived ease of use, perceived usefulness, trust, service quality, user satisfaction, price perception, and purchase intention. Data were collected in May 2025 using an online survey targeting users of e-marketplaces that provide integrated online doctor consultation and drug purchase services, specifically in the Jabodetabek area of Indonesia. A total of 471 valid responses were obtained, comprising 32.4% male and 67.6% female participants. Respondents were selected using purposive sampling, focusing on individuals who had previously used online doctor services to purchase medications. The data were analyzed using Structural Equation Modeling (SEM) with the SMART-PLS approach to test eight hypothesized relationships among the key variables. Results reveal that all hypotheses were supported, indicating significant relationships between online doctor services and consumers’ purchase behavior. These findings highlight the critical role of digital health integration in increasing user engagement and boosting transaction rates in e-marketplaces, offering practical insights for platform providers seeking to enhance consumer trust and purchase intention.