UPAYA PENCITRAAN APOTEK DAN KERAGAMAN PRODUK UNTUK MENINGKATKAN PENJUALAN MELALUI KEPUTUSAN PEMBELIAN

Abstract

Retail business competition is currently getting tougher. This is because
the retail business is a picture of economic development. To face this competition,
marketing management needs to know how consumers make purchasing decisions.
Marketing management needs to know the right way so that consumers decide to
buy at the store. This study aims to determine the effect of pharmacy image and
product diversity to improve purchasing decisions. The population of this
quantitative study are consumers from one of Kimia Farma's pharmacies in the
city of Surabaya in East Java. The number of populations cannot be determined,
therefore the researcher used 100 respondents as the research sample. This study
uses multiple linear regression analysis techniques. The results of this study
indicate that the image of the pharmacy has a significant influence on research
decisions. Furthermore, it is proven that purchasing decisions made by consumers
are influenced by the variety of products provided. Together, the image of the
pharmacy and the diversity of products have a significant influence on consumer
purchasing decisions.