ANALISIS FAKTOR-FAKTOR YANG BERPENGARUH PADA KEPUTUSAN KONSUMEN DALAM MEMBELI OBAT DI APOTEK DRAJAT FARMA GENTENG BANYUWANGI

AINI, Alifi Nur (2015) ANALISIS FAKTOR-FAKTOR YANG BERPENGARUH PADA KEPUTUSAN KONSUMEN DALAM MEMBELI OBAT DI APOTEK DRAJAT FARMA GENTENG BANYUWANGI. Skripsi thesis, Universitas Setia Budi Surakarta.

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Abstract

The competition between pharmacy increasingly competitive makes pharmacies must determine the right strategy in serving the needs of consumers. so that the necessary understanding of the factors that influence the consumer decision. This study aimed to analyzing the influence of individual factors, environmental factors, factors of marketing communications, service factor, and the availability of drugs on the consumer's decision to purchase drugs at pharmacies Drajat Farma Genteng. This study was conducted using questionnaires given to 299 consumers with purposive sampling method in Pharmacy Drajat. Data from the correlation between the independent variables (individual factors, environmental factors, factors of marketing communications, service factor, and the availability of drugs) with the dependent variable (consumer decision) were analyzed by simple linear regression analysis and multiple regression analysis. The result showed that individual factors, environmental factors, factors of marketing communications, service factors, and the availability of drugs significantly affect consumer decisions of 41.0%. Variable marketing communications provide the most impact on consumer decisions compared to other variables in the Pharmacy Drajat Farma”Genteng” with a correlation of 0.574. Keywords : Consumer’s decisions, buy drugs at pharmacies.

Item Type: Thesis (Skripsi)
Uncontrolled Keywords: Consumer’s decisions, buy drugs at pharmacies.
Subjects: R Medicine > RS Pharmacy and materia medica
Divisions: Fakultas Farmasi > Prodi S1 Farmasi
Depositing User: Tifany Nur Arfiana
Date Deposited: 01 Oct 2019 03:33
Last Modified: 01 Oct 2019 03:33
URI: http://repo.setiabudi.ac.id/id/eprint/1525

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