Analisis faktor-faktor yang mempengaruhi konsumen dalam proses pengambilan keputusan pembelian obat bebas: studi kasus konsumen di Jakarta) = Analysis of factors that affecting consumers decision making process of purchasing over the counter medication
| Main Authors: | Indrayani Rafiqa, author, Add author: T. Ezni Balqiah, supervisor, Add author: M. Gunawan Alif, examiner, Add author: Triyono Arief Wahyudi, examiner |
|---|---|
| Format: | Masters Doctoral |
| Terbitan: |
, 2012
|
| Subjects: | |
| Online Access: |
https://lib.ui.ac.id/detail?id=20333282 |
Daftar Isi:
- <b>ABSTRAK</b><br> Pasar obat bebas terus tumbuh setiap tahunnya. Penelitian tentang analisis faktor-faktor yang mempengaruhi konsumen dalam proses pembelian obat bebas dilakukan di Jakarta. Penelitian dilakukan dengan survei kepada konsumen obat bebas. Dari hasil penelitian menggunakan pengujian factor analysis didapatkan tujuh faktor yang utama yang mempengaruhi konsumen dalam pembelian obat bebas, yaitu merek/brand, jaminan/warranty, efektifitas, keamanan/safety, harga & ketersediaan, promosi dan terakhir desain kemasan. <hr> <b>Abstract</b><br> Over The Counter (OTC) market growth every year continually. Research on the analysis of the factors that affect consumers decision making process of purchasing OTC drugs conducted in Jakarta. The study was conducted with a survey to consumers of OTC medication. The results of studies that using factor analysis found that seven major factors affect consumers in the purchase of OTC drugs are brand, warranty, effectiveness, safety, price & availability, promotion and packaging design.