How Pharmaceutical Consumers in Jakarta Adopt New Marketing Technology: Digital Pharmacy Mobile Application

The development of distribution through technology nowadays, there is a choice of convenience for consumers to choose the media in the transaction. One of them is a medicine purchase transaction through a digital pharmacy application. Digital pharmacy is an application developed by existing pharmacies retail store using smartphone technology. In this application, Indonesian people can buy and order medicines through the application without the need to attend a pharmacy. This study aims to determine the magnitude of the relationship between the TAM variables as an illustration of the adoption of the use of digital pharmacy applications by Jakarta pharmacy customers or by causality research methods. The study was conducted by testing the hypothesis. This research was conducted for 3 months starting from distributing questionnaires to analyzing data using path analysis. Of all the TAM variables, the variable that has the greatest path coefficient value is Behavioral Intention that is equal to 0.616, which means this variable has the greatest influence on Actual Use or adoption of digital pharmacy application services in the city of Jakarta.