Pengaruh Bauran Pemasaran Panadol Untuk Nyeri Kepala Terhadap Keputusan Pembelian dan Kepuasan Serta Dampaknya Terhadap Loyalitas Konsumen Di Jakarta Timur

Dede Komarudin

Abstract


PT. Currently the Indonesian people prefer to use over the counter drugs to treat the disease it self (Self medication), the proportion of over the counter drugs to self medication biggest Jakarta reached 56.4%, the total population is at most East Jakarta reached 2,791,241. In Indonesia many outstanding wide variety of over the counter drugs for headaches with paracetamol analgesic composition one is Panadol. According to IMS data market shared paracetamol, Panadol sales decline every year ie in 2012 amounted to 8.72%, 8.25% in 2013 and in 2014 amounted to 6.49%. The purpose of this research was to determine the effect of Panadol marketing mix composed of product, price, promotion and place of the purchase decision and satisfaction so that the impact on consumer loyalty at east Jakarta. Questionnaire with closed questions are used as design research instrument, and as many as 200 respondents were sampled in the research. Methods of SEM (Structural Equation Modeling) is used as a technique of data analysis, SPSS 16 and Lisrel 8.7 for windows was used to analysis the data obtained after the research. The research shows that the marketing mix simultaneously influence the purchase decision and satisfaction so that the impact on Panadol consumer loyalty eligible Goodness of fit. Partially promotion and product significantly influence purchasing decisions Panadol , while the price and place no significant effect. Partially product significant effect on satisfaction while price, promotion and place of no significant impact. Partially product, price, promotion and place no significant effect on customer loyalty. Partially purchase decision and satisfaction significant effect on customer loyalty.Keywords: Marketing Mix, Purchase Decision, Satisfaction, Consumer Loyalty, Panadol.

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DOI: https://doi.org/10.37721/je.v21i2.558

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