PENGARUH CITRA MEREK, KUALITAS PRODUK, DAN PERSONAL SELLING TERHADAP KEPUTUSAN PEMBELIAN PRODUK ANTIINFLAMASI KAMAFLAM DI APOTEK KIMIA FARMA MANYAR GRESIK

Hendri Fatriona; Yunus Handoko; Ike Kusdyah Rachmawati

doi:10.24929/feb.v15i1.3994

Hendri Fatriona Institut Teknologi dan Bisnis Asia Malang
Yunus Handoko Institut Teknologi dan Bisnis Asia Malang
Ike Kusdyah Rachmawati Institut Teknologi dan Bisnis Asia Malang

DOI: https://doi.org/10.24929/feb.v15i1.3994

Keywords: Brand image, product quality, personal selling, purchase decision

Abstract

Health constitutes a vital aspect of overall well-being and is recognized as a fundamental human right. In the context of contemporary advancements in technology and evolving work demands, there is a notable decline in public awareness regarding healthy lifestyle practices, including insufficient physical activity and the disregard for nutritional values in dietary choices. These trends elevate the risk of both communicable and non-communicable diseases. Established in 1817 by the Dutch East Indies government, Kimia Farma represents Indonesia's pioneering pharmaceutical enterprise. Among its products is Kamaflam, an anti-inflammatory medication produced by PT Kimia Farma, Tbk. Notably, sales of Kamaflam at Pharmacy Kimia Farma Manyar Gresik in September surpassed those of several competing products, influenced by a variety of factors. Consequently, this study aims to analyze the effects of brand image, product quality, and personal selling on the purchasing decisions associated with Kamaflam at Pharmacy Kimia Farma Manyar Gresik. Conducted in Gresik, data were gathered via questionnaires distributed to individuals who had purchased the product between October and November. Through purposive sampling, a sample of 50 respondents was selected. The data further analyzed through multiple linear regression using SPSS 26.0. The analysis revealed that brand image, product quality, and personal selling each have a significant impact on purchasing decisions, both partially and simultaneously.

References

Anggraini, N., Barkah, Q. and Hartini, T. (2020) ‘Pengaruh Promosi, Harga, Kualitas Produk Terhadap Keputusan Pembelian Dengan Citra Merek Produk Rabbani Di Palembang’, Jurnal Neraca: Jurnal Pendidikan dan Ilmu Ekonomi Akuntansi, 4(1), p. 26. Available at: https://doi.org/10.31851/neraca.v4i1.4176.
Ani, J., Lumanauw, B. and Tampenawas, J.L.A. (2021) ‘Pengaruh Citra Merek, Promosi Dan Kualitas Layanan Terhadap Keputusan Pembelian Konsumen Pada E-Commerce Tokopedia Di Kota Manado the Influence of Brand Image, Promotion and Service Quality on Consumer Purchase Decisions on Tokopedia E-Commerce in Manado’, 663 Jurnal EMBA, 9(2), pp. 663–674.
Artini, N.W., Astrama, I.M. and Premayani, N.W.W. (2021) ‘Pengaruh Citra Merek, Harga Dan Personal Selling Terhadap Keputusan Pembelian Produk Merek’, WidyaAmrita: Jurnal Manajemen, Kewirausahaan dan Pariwisata, 1(4), pp. 1179–1188.
Ayu, I. et al. (2022) ‘Pengaruh Citra Merek, Kualitas Produk Dan Promosi Terhadap Keputusan Pembelian Bedak Marcks Dan Venus Di Apotek Kimia Farma Denpasar’, Jurnal Emas, 3(3), pp. 136–147.
Christina, Y. and Purba, T. (2022) ‘Pengaruh Citra Merek, Kualitas Produk dan Penjualan Pribadi Terhadap Keputusan Pembelian Produk MaxTea Tarikk Pada PT Sinar Mitra Usaha’, eCo-Buss, 4(3), pp. 569–581.
Fahmi, I. and Anwar, C. (2016) Manajemen Pengambilan Keputusan: Teori dan Aplikasi. Bandung: Alfabeta.
Febrianto, F.X. (2019) Pengaruh Harga, Kualitas Produk, dan Pelayanan terhadap Keputusan Pembelian Produk Feysen melalui Media Sosial, di Yogyakarta. Universitas Sanata Dharma Yogyakarta.
Indahniar, A.H., Rachmawati, I.K. and Fathorrahman (2021) ‘PENGARUH KUALITAS PELAYANAN DAN BUDAYA AKADEMIK TERHADAP KEPUASAN MELALUI BRAND IMAGE PADA MAHASISWA PROGRAM STUDI DESTINASI PARIWISATA, POLITEKNIK KOTA MALANG’, Jurnal Ekonomi Manajemen Dan Bisnis, 2(1), pp. 1–7.
Jauhari, T. and Sya’idah, E.H. (2021) ‘PENGARUH PENJUALAN PRIBADI, IKLAN, DAN PROMOSI PENJUALAN PADA KEPUTUSAN PEMBELIAN’, NUSANTARA: Jurnal Ilmu Pengetahuan Sosial, 8(5), pp. 1268–1275.
Katili, B., Mandey, S.L. and Saerang, I.S. (2018) ‘Pengaruh Kualitas Produk Dan Persepsi Harga Terhadap Keputusan Pembelian Speaker Merek Yamaha Di Fortino Audio Manado’, Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 6(1), pp. 91–100.
Kimia Farma (2024) Profil Perusahaan. Available at: https://www.kimiafarma.co.id/id/sejarah-kimia-farma (Accessed: 2 January 2025).
Lorinda, I.P. and Amron, A. (2023) ‘Pengaruh Kualitas Produk, Iklan dan Citra Merek terhadap Keputusan Pembelian Produk Tolak Angin Sidomuncul di Kota Semarang’, Mbia, 22(1), pp. 53–64. Available at: https://doi.org/10.33557/mbia.v22i1.2238.
Lorista, D., Ginting, S.O. and Pelawi, P. (2023) ‘Pengaruh Citra Merek, Kualitas Produk, Promosi Dan Harga Terhadap Keputusan Pembelian Produk Pasta Gigi Pepsodent’, Jurnal Wira Ekonomi Mikroskil, 13(2), pp. 100–11.
Lubis, D.I. and Hidayat, R. (2017) ‘Pengaruh Citra Merek dan Harga Terhadap Keputusan Pembelian pada Sekolah Tinggi Ilmu Manajemen Sukma Medan’, Jurnal Iman, 5(1), pp. 15–24.
Pratama, A. (2021) ‘Analisis Pengaruh Citra Merek, Kualitas Produk dan Promosi terhadap Keputusan Pembelian Philips Automotive Lighting pada PT Cemerlang Andalan Nusantara’, BIS-MA (Bisnis Manajemen), 6(2), pp. 331–343.
Sianturi, H.P., Hapsari Lubis, T.W. and Ginting, S.O. (2021) ‘Pengaruh Citra Merek, Kualitas Produk dan Promosi Terhadap Keputusan Pembelian Produk PT. Wings Surya Tbk pada Mahasiswa STIE Mikroskil’, Jurnal Wira Ekonomi Mikroskil, 11(1), pp. 25–36. Available at: https://doi.org/10.55601/jwem.v11i1.773.
Sylfia, D. and Kurnianingsih, H. (2022) ‘Pengaruh Promosi, Harga, Kualitas Produk, Dan Citra Merek Terhadap Keputusan Pembelian Alat Rumah Tangga’, Jurnal Ekobis Dewantara, 5(2), pp. 180–188.

E-ISSN	P-ISSN