The Analysis Of The Impact Of Price, Product, And Accessibility On Consumer Purchase Decisions In Online And Offline Services At Pharmacies In Bekasi City
Keywords:
Price, Product, Accessibility, Purchasing Decisions, PharmacyAbstract
The advancement of technology and the increasing demand for convenience among consumers have prompted pharmacy business players to develop online-based services. This study aims to analyze the impact of price, product, and accessibility on purchasing decisions for medications in online and offline pharmacy services in the Bekasi City area. Using a quantitative approach, this study collected data through questionnaires distributed to 200 respondents, consisting of users of both online and offline pharmacy services. The analytical techniques used include Pearson correlation and Mann-Whitney U test. The results of the Pearson correlation test indicate that price has a moderate impact on consumer purchasing decisions with an r value of 0.562, product has a strong impact with an r value of 0.768, and accessibility has a moderate impact with an r value of 0.478. The Mann-Whitney U test shows no significant difference between price and accessibility in online and offline pharmacies, while a significant difference was found in product availability, with a p value of 0.0466. This study concludes that price and accessibility can influence consumer purchasing decisions, though with moderate impact, while the availability of a wider range of products, particularly in online pharmacies, has a greater influence on purchasing decisions.
Downloads
References
Abdul Manap. Revolusi Manajemen Pemasaran. Edisi Pertama, Mitra Wacana Media, Jakarta. 2016
Aday, L. A., & Andersen, R. A Framework for the Study of Access to Medical Care. Health Services Research. 1974. 9(3), 208–220.
Adisaputro. Manajemen Pemasaran, Analisis untuk Perencanaan Strategi Pemasaran. Yogyakarta. 2014
Aisyah, W. Analisis Faktor Pengambilan Keputusan Pembelian Buku Di Toko Buku Gramedia Botani Square Bogor. Institut Pertanian Bogor.2016.
Assegaf, F. Prospek Produksi Bioetanol Bonggol Pisang (Musa Paradisiacal) Menggunakan Metode Hidrolisis Asam dan Enzimatis, Skripsi, Universitas Jenderal Soedirman.2009
Engel, James, dkk, Perilaku Konsumen, Binarupa Aksara, Jakarta.1994.
Frank, AG. "Aksesibilitas dan manfaat perjalanan: Perspektif komparatif dalam transportasi dan geografi perkotaan." *GeografiAnalisis Geografis, 1992. hal.24
J.D. Power. Pharmacy Satisfaction Study. Retrieved from J.D. Power.2022.
KBBI, 2016. Kamus Besar Bahasa Indonesia (KBBI). [Online] Available at: http://kbbi.web.id/pusat, [Diakses 21 agustus 2022].
Kotler, P., & Armstrong, G. Principles of Marketing. 2018.
Kotler, P., & Keller, K. L. Marketing Management. Pearson. 2016.
Kotler, Philip dan Amstrong, Garry. Prinsip-Prinsip pemasaran, Jilid 1. Jakarta: Erlangga. 2008.
Kristian A. Analisa Penerimaan dan Strategi Pemasaran Apotek Herbal Di Kota Bekasi [tesis]. Jakarta: Megister Farmasi Universitas Pancasila; 2020.
Laudon, K.C & Laudon, J.P. Management Information Systems-Managing The Digital Firm, 14th Edition. Pearson Prentice Hall.2016.
Laumer, S., & Eckhardt, A. The Role of Online Service Quality in E-Commerce. International Journal of Information Systems and Change Management. 2012. 6(4), 343-359.
Levesque, Jean-Frederic, Mark F. Harris, Grant Russella. Patient-centred access to health care: conceptualising access at the interface of health systems and populations. International Journal for Equity in Health. 2013 12:18.
Matagiwa P. Analisa Proses Pengambilan Keputusan Pembelian Dan Faktor Yang Mempengaruhi Preferensi Konsumen Terhadap Obat Bermerek diwilayah Bekasi Pada Apotek Wahana [skripsi]. Bogor. Institut Pertanian Bogor. 2010
Matzler, K., & Hinterhuber, H. H. How to Make Product Development Projects More Successful by Integrating Quality Function Deployment and Kano's Model. Technovation. 1998. 18(1), 25-37.
McKinsey & Company. Consumer insights in the healthcare sector. Retrieved from McKinsey. 2021
Republik Indonesia. Peraturan Menteri Kesehatan Republik Indonesia Nomor 73 Tahun 2016 Tentang Standar Pelayanan Kefarmasian Di Apotek. Jakarta: Sekretariat Negara,2016
Republik Indonesia. Peraturan Menteri Kesehatan Republik Indonesia Nomor 73 Tahun 2016 Tentang Standar Pelayanan Kefarmasian Di Apotek. Jakarta: Sekretariat Negara,2016.
Republik Indonesia. Peraturan Pemerintah Republik Indonesia Nomor 51 Tahun 2009 Tentang Pekerjaan Kefarmasian. Jakarta: Sekretariat Negara; 2009.
Republik Indonesia. Peratursn Mentri Kesehatan RI Nomor 14 Tahun 2021 tentang Pelayanan Kefarmasian Secara Elektronik (telefarmasi). Jakarta: Sekretariat Negara,2021.
Schiffman, L. G., & Wisenblit, J. Consumer Behavior. Pearson. 2019.
Shengelia, B., Tandon, A., Adams, O., & Murray, CJL. "Akses, pemanfaatan, kualitas, dan cakupan efektif: Kerangka konseptual dan strategi pengukuran terpadu." *Ilmu Sosial & Kedokteran, 2005. 61(1).
Statista. E-commerce in the healthcare sector – statistics & facts. Retrieved from Statista.2023.
Tjiptono, Gregorius Chandra. Strategi Pemasaran. Edisi Kedua: Andi Offset. Yogyakarta.2016.
Welfin, Wahono Sumaryono, Sri Widyastuti, and Henky Lesmana, ‘Bauran Pemasaran Tentang Konsep Apotek Modern Serta Strategi Pemasarannya’, JRBJurnal Riset Bisnis, 3.1 (2019), 1–8
World Health Organization (WHO). (2020). Access to medicines: a global perspective. Retrieved from WHO
