Writer / NIM
PUTRIANI ISA / 821417044
Study Program
S1 - FARMASI
Advisor 1 / NIDN
MADANIA, S.Farm., M.Sc., Apt / 0018058304
Advisor 2 / NIDN
Dr. NUR RASDIANAH, S.Si., M.Si., Apt / 0013057504
Abstract
Pemasaran merupakan hal yang sangat penting sejalan dengan semakin tinggi dan bertambahnya kebutuhan masyarakat akan produk yang berkualitas, dengan perkembangan zaman dan semakin kritisnya kesadaran masyarakat terhadap kesehatan menyebabkan tingkat persaingan antara apotek sebagai penyedia jasa kefarmasian saling bersaing untuk menarik konsumen. Tujuan penelitian untuk mengetahui faktor yang mempengaruhi perilaku konsumen terhadap minat beli di Apotek Marsilv Kota Gorontalo. Metode penelitian menggunakan jenis penelitian dengan pendekatan deskriptif. Teknik pengambilan sampel menggunakan teknik accidental sampling dengan jumlah sampel 100. Pengumpulan data dilakukan dengan pemberian kuesioner kepada konsumen yang datang membeli di Apotek. Analisis data yang digunakan adalah analisis regresi linier berganda. Hasil penelitian menunjukkan bahwa faktor kelengkapan produk mempengaruhi minat beli konsumen sebanyak (71%) termasuk dalam kategori baik, faktor bauran pemasaran atau marketing mix mempengaruhi minat beli konsumen sebanyak (53%) termasuk dalam ketegori cukup baik, dan faktor kualitas pelayanan serta loyalitas konsumen mempengaruhi minat beli konsumen sebanyak (65%) termasuk dalam kategori baik.
Kata Kunci: Apotek; Konsumen; Minat Beli
Marketing plays a crucial role in selling certain products, including drugs, where the current competition requires drugstores, as pharmaceutical services providers, to attract consumers by applying appropriate marketing. Such the condition is led by high demand of community towards quality product, development of era, and a more critical awareness of community in regards of health. The research aims to determine the factor influencing consumer behavior towards purchase intention at Marsilv Drugstore in Gorontalo City. The method used in this current research is descriptive, where the samples that are 100 people have been determind by using accidental sampling. The data are collected by requiring consumers to fill out a questionnaire in which they are the ones who have bought products at the drugstore. In the meantime, the data analysis applies multiple linear regression. The research finding indicates that the product completeness factor inlfuences consumers��� purchase intention for 71%, and it is included in the good category; the marketing mix factor influences consumers��� purchase intention for 53%, and it is included in the sufficiently good category, and the service quality and consumer loyalty factors influence consumers��� purchase intention for 65%, and it is included in the good category.
Keywords: Consumer; Drugstore; Purchase Intention
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