The use and development of the online internet in all areas of activity has become part of people's habits, a behavior that allows people to adapt and find new solutions for market players, especially in the pharmaceutical sector in carrying out their sales activities online. Over the counter drug market growth especially in online channel. The purpose of this research was to determine the factors that influence consumer purchase intention in buying over the counter drug online. Technology Acceptances Model (TAM) and Virtual Experiential Marketing (VEM) as exogenous variable, trust as mediating variable and purchase intention as endogen variable. The study were analyzed using the Smart PLS- Structural Equation Model (SEM) third edition and it was conducted with electronic questionnaires using purposive sampling technique to consumers who purchased over the counter drug online in the last 6 months. The number of respondents in this study was 174 respondents. The results found that Technology Acceptances Model (TAM) and Virtual Experiential Marketing (VEM) variables had a positive effect on trust. Trust can mediate Technology Acceptances Model (TAM) with purchase intention and trust can mediate Virtual Experiential Marketing (VEM) with purchase intention. Furthermore, Technology Acceptances Model, Virtual Experiential Marketing and trust have a positive effect on purchase intention.
 APJII, A. P. J. I. I. (2021). Daftar Pengguna Internet Indonesia. https://www.apjii.or.id
 Ateke, B., & James, D. (2018). Consumer Knowledge and Purchase Intention of Healthcare Product Consumers in Rivers State Relationship marketing studies View project PREDICTORS OF AIRLINE PATRONAGE IN NIGERIA View project. International Journal of Business & Law Research, 6(1)(January). www.seahipaj.org
 Budiman. (2017). Profil Pengguna E-Commerce (Studi Di Wilayah Kerja Balai Besar Pengkajian Dan Pengembangan Komunikasi Dan Informatika Medan). Jurnal Penelitian Komunikasi Dan Pembangunan, 18(2), 137. https://doi.org/10.31346/jpkp.v18i2.1231
 Chesney. (2016). Information Richness and Trust in V-Commerce: Implications for Services Marketing. Journal of Services Marketing, 1–18.
 Gabriella, D. R., & Agus, A. A. (2021). Intervariable Influence Analysis of Hierarchy of Effect (Hoe) Model in Cross-Border E-Commerce (Study Case: Shopee and Lazada). ASEAN Marketing Journal, 12(2), 112–120. https://doi.org/10.21002/amj.v12i2.12901
 Ha, N. T., Nguyen, T. L. H., Nguyen, T. P. L., & Nguyen, T. Do. (2019). The effect of trust on consumers’ online purchase intention: An integration of tam and tpb. Management Science Letters, 9(9), 1451–1460. https://doi.org/10.5267/j.msl.2019.5.006
 Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203
 Indrawati, & Fatharani, U. S. (2016). the Effect of Experiential Marketing Towards Customer. Asia Pacific Journal of Advanced Business and Social Studies, 2(2), 232–241. https://apiar.org.au/wp-content/uploads/2016/04/ICABSS_BRR771_BIZ-227-236.pdf
 Japarianto, E., & Adelia, S. (2020). Pengaruh Tampilan Web Dan Harga Terhadap Minat Beli Dengan Kepercayaan Sebagai Intervening Variable Pada E-Commerce Shopee. Jurnal Manajemen Pemasaran, 14(1), 35–43. https://doi.org/10.9744/pemasaran.14.1.35-43
 Jawaid, M., & Ahmed, S. J. (2018). Pharmaceutical Digital Marketing and Its Impact on Healthcare Physicians of Pakistan. Cureus, 10(6). https://doi.org/10.7759/cureus.2789
 Ken Research. (2021). Industri Retail Farmasi di Indonesia. https://www.kenresearch.com/blog/2020/12/indonesia-pharmacy-retail-industry/
 Mc Kinsey. (2021). Survei Konsumen di Indonesia Selama Masa Krisis Coronavirus. https://www.mckinsey.com/business-functions/marketing-and sales/our-insights/survey-indonesian-consumer-sentiment-during-the-coronaviruscrisis#%0A%0A
 Mohsen, T., & Tarek, A. (2020). Factors That Influence Over-The-Counter (OTC) Medicines’ Purchasing Decision. The International Journal of Business & Management, 8(12), 22–28. https://doi.org/10.24940/theijbm/2020/v8/i12/bm2012-007
 Muna, N. (2016). The Effect of Virtual Experiential Marketing Towards Purchase Intention of Electronic Product in Indonesia (Case Study : Lazada ). BANDUNG CREATIVE MOVEMENT, 405–411.
 Naeem, M., & Abdul Sami. (2020). Product Brand Loyalty and Purchase Decision. International Journal of Entrepreneurial Research, 3(3), 76–87. https://doi.org/10.31580/ijer.v3i3.1504
 Parekh, D., Kapupara, P., & Shah, K. (2016). Digital pharmaceutical marketing: A review. Research Journal of Pharmacy and Technology, 9(1), 108–112. https://doi.org/10.5958/0974-360X.2016.00017.2
 Purwanto, N., & Juwita, K. (2017). Online Marketing Enterprise of Jombang Culinary from TAM and VEM Perspective on Social Media. Binus Business Review, 8(3), 229. https://doi.org/10.21512/bbr.v8i3.3686
 Roudposhti, V. M., Nilashi, M., Mardani, A., Streimikiene, D., Samad, S., & Ibrahim, O. (2018). A new model for customer purchase intention in e-commerce recommendation agents. Journal of International Studies, 11(4), 237–253. https://doi.org/10.14254/2071-8330.2018/11-4/17
 Sah, R. K., Chandane, R. D., Suranagi, U., Manocha, S., & Kapur, A. (2018). Awareness and Behavioural Outlook Towards Online Pharmacy Services Among Consumers in Delhi , India : a Pilot Survey. European Journal of Pharmaceutical and Medical Research, 5(3), 552–557.
 Wida. (2016). Aplikasi Model TAM (Technology Acceptance Model) Pada Perilaku Pengguna Instagram. E-Jurnal Ekonomi Dan Bisnis Universitas Udayana, 778–783.
 Wu, W. Y., & Ke, C. C. (2015). An online shopping behavior model integrating personality traits, perceived risk, and technology acceptance. Social Behavior and Personality: An International Journal, 43(1), 85–98. https://doi.org/10.2224/sbp.2015.43.1.85