Pengaruh Karakteristik Dan Persepsi Pasien Rawat Jalan Terhadap Bauran Pemasaran Dengan Keputusan Membeli Obat Di Apotek

Abstract

Hospital  as a capital and  labor intensive has to empower efficient use of each revenue unit which support its operation, such  as pharmacy, by using effective marketing strategy to attract its consumers. The phenomena at the pharmacy of Rumah Sakit Umum Daerah Deli Serdang (RSUDDS) Lubuk Pakam recently, is that 50% of the medicine which are prescribed by the polyclinic is not sold and prescription coming from outside. It might be influenced by the individual characteristics factor and the perception of patients about the integrated marketing. The objective of this research is to analyse the influence of individual characteristics and the perception  of outpatients about the integrated marketing and   decision to buy medicine. The samples is 95 patients/family who visit RSUDDS Lubuk Pakam. This research uses explanatory survey method with logistic regression test. The result of this research finds out that there is a significant influence between the income p.value (0,006), staff service (0,015), medicine price (0,024), medicine product (0,026), service process (0,046) with the decision of buying medicine. To increase the medicine purchases, it is suggested that the pharmacy management should by attention  on the availability of medicine, the  competitive price the skillful staffs and the service.