Pengaruh Promosi In-Store terhadap Purchase Intention Konsumen pada Apotek XYZ

Abstract

Pemerintah Indonesia menerapkan kebijakan gerakan masyarakat hidup sehat dengan target di tahun 2023 sebesar 45%, namun terjadi penurunan proporsi jenis pengeluaran masyarakat pada biaya kesehatan yang berhubungan dengan penurunan jumlah apotek, salah satu cara yang dilakukan adalah dengan promosi. Hal ini menjadi tantangan bagi Apotek XYZ untuk menjadi top of mind konsumen. Tujuan penelitian untuk mengidentifikasi jenis promosi in-store yang paling disukai, menganalisis pengaruh personal sale, price promotion dan in store display terhadap purchase intention dan peubah promosi in-store yang paling signifikan berpengaruh terhadap purchase intention. Metode yang digunakan yaitu analisis deskriptif, dan Structural Equation Modelling-Partial Least Score (SEM-PLS). Hasil penelitian menunjukkan jenis promosi yang paling disukai yaitu buy 1 free 1. Personal sale dan in-store promotion berpengaruh positif dan signifikan terhadap purchase intention. Sedangkan price promotion dan in-store display tidak berpengaruh signifikan terhadap purchase intention konsumen pada Apotek XYZ di Jabodetabek. Personal sale memiliki pengaruh paling signifikan pada purchase intention

The Indonesian government implemented a healthy living community movement policy with a target of 45% in 2023, but there was a decrease in the proportion of the type of public expenditure on health costs associated with a decrease in the number of pharmacies, one way to do this is through promotion. This is a challenge for XYZ Pharmacy to become top of mind consumers. The research objectives are to identify the most preferred types of in-store promotion, analyze the effect of personal sale, price promotion and in-store display on purchase intention and the in-store promotion variable that has the most significant effect on purchase intention. The methods used is descriptive analysis, and Structural Equation Modeling-Partial Least Score (SEM-PLS). The results showed that the most preferred type of promotion is buy 1 free 1. Personal sale and in-store promotion have a positive and significant effect on purchase intention. Meanwhile, price promotion and in-store display have no significant effect on consumer purchase intention at XYZ Pharmacy in Jabodetabek. Personal sale has the most significant effect on purchase intention.