Relationship Between Self-Medication Management Behavior and Consumer Utility and Intention to Pay Premium Price : Mediating Effect of Brand Reliability

This study investigates the interrelationships among self-medication management behavior, perceived consumer utility, brand reliability, and intention to pay premium price. Data were collected from female consumers aged 30-40 with experience purchasing self-medication products. 550 valid responses were analyzed using SPSS WIN 20.0. The research findings revealed that self-medication management behavior significantly influences perceived consumer utility, brand reliability, and intention to pay premium price. This implies that higher self-medication management behavior is associated with increased perceived consumer utility, enhanced brand reliability, and a stronger intention to pay a premium price. Furthermore, the study confirmed that brand reliability mediates the relationship between self-medication management behavior and intention to pay premium price, thereby confirming its crucial role. Therefore, it is anticipated that this study will stimulate diverse future research on self-medication and contribute valuable insights to the growth and advancement of the self-medication industry.