PENGARUH HARGA, PROMOSI, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN TYPHIDOT DI JAKARTA, BOGOR, TANGERANG DAN BEKASI TAHUN 2017.

Abstract

ABSTRAK

      Harga Typhidot lebih murah, kualitas bagus, promosi produk sudah dilakukan namun keputusan pembelian Typhidot masih rendah di beberapa rumah sakit. Tujuan penelitian mengetahui dan menjelaskan pengaruh harga, promosi, dan kualitas produk Typhidot terhadap keputusan pembelian Typhidot. Metode penelitian kuantitatif ,desain crossectional, besar sampel 33 responden diambil secara accidental sampling. Pengumpulan data dengan kuesioner dengan cara angket kepada dokter spesialis, dokter umum, petugas laboratorium dan perawat di Rumah Sakit dan klinik di wilayah Jakarta, Bogor, Bekasi dan Tangerang. Analisis secara deskriptif dan analitik menggunakan uji validitas, realibilitas, regresi linier sederhana dan ganda.  Hasil penelitian menunjukkan Pendidikan dokter spesialis 5 orang (15%), dokter umum 18 orang (55%), Analis laboratorium 3 orang (9%), dan perawat 7 orang (21%). Bekerja di Rumah Sakit 32 responden (97%) dan sisanya 1 orang (3%) klinik. Ada pengaruh harga, promosi, kualitas produk terhadap keputusan pembelian produk Typhidot dengan kontribusi sebesar  75,5%. Ada pengaruh promosi terhadap keputusan pembelian produk Typhidot sebesar 48,6%. Ada pengaruh harga terhadap keputusan pembelian produk Typhidot sebesar 53%. Ada pengaruh kualitas produk terhadap keputusan pembelian Produk typhidot sebesar 65,8%.  Kesimpulan promosi, harga, kualitas produk berpengaruh pada keputusan pembelian Typhidot di Rumah sakit maupun di klinik.    Rekomendasi untuk perusahaan penting meningkatkan promosi penjualan Typhidot dengan bertemu secara langsung kepada direktur rumah sakit, para dokter spesialis anak, penyakit dalam, dokter umum, petugas laboratorium,perawat, pemerintah atau melalui seminar.

Kata Kunci: promosi, harga, kualitas produk, keputusan pembelian, Typhidot.

Abstract

Typhidot price cheaper had good quality, drastic promotion had been done but selling Typhidot remained difficult in several hospitals and clinics. Research purpose was to acknowledged and explain price, promotion, and product quality influence in Typhidot buying decision in JaKarta, Bogor ,Tangerang Bekasi at 2017. Research method was quantitative method. Research design was cross-sectional design. Sampling for these research were 33 respondents and taken using accidental sampling. Data gathered using questionnaire with respondents such as specialist doctor, doctor, lab staff, and nurse in hospitals and clinic in Jakarta, Bogor, Tangerang, and Bekasi. This thesis analyzed descriptive and analytically using validity test, reliability test, simple and double linier regression. Research participants were specialist doctor 5 respondents (15%), doctor 18 respondent (55%), lab staff 3 respondents (9 %), and nurse 7 respondents (21%). Respondents working in hospital 32 respondents (97%) , working in clinics (3%). Research result was there were price, promotion, and product quality influence in Typhidot buying decision. Price, promotion, and product quality influence were contributed 75,5%.  Promotion influence was contributed 48,6%, price influence was contributed 53%, and Quality influence was contributed 65,8%.  Conclusion of this research was there were price, promotion, and product quality influence in Typhidot buying decision at hospitals and clinics. Recommendation for company it was important to increase Typhidot sales with direct approach to hospital director, specialist doctor, doctor, nurse, government staff and lab staff or with seminar.

Keyword: promotion, price, quality, buying decision, Typhidot.