FAKTOR YANG BERPENGARUH TERHADAP KEPUTUSAN PEMBELIAN OBAT DI APOTEK

Abstract

The purpose of this study was to examine the factors affecting Drug Purchasing Decisions at Pharmacies. The development of this research uses seven hypothesis development as model. The method used in data collection is through open and closed questionnaires to 97 samples using accidental sampling. Hypothesis testing in this study using Multiple Linear Regression, Test F and Test t. The results of this research indicate that 7P marketing mix on variables product and physical evidence have a positive influence on drug purchase decision at pharmacies whereas the price, promotion, location, person, and process variables do not influence the purchase decision of drug in pharmacies.

Keywords: product, physical evidence,  price, promotion, location, person, process, purchase decision