Friendly and Professional Services

Oct 13, 2025 by wbrum.org 102 views

Effect of Characteristics and Perceptions of Outpatients on Marketing Mixs by Decisions on Buying Drugs at Complementary Pharmacies Deli Serdang Lubuk Pakam Regional Hospital in 2006

Introduction

Pharmaceutical services in hospitals play a vital role in the overall health service system. The existence of pharmacies in hospitals not only supports the success of the professionalism of health workers but also contributes to the economic efficiency and hospital operational costs. Therefore, hospitals are required to use each existing income unit, such as pharmacies, through the application of effective marketing strategies to attract consumers. In this context, the study aims to investigate the factors that influence patient decisions in buying drugs at the complementary pharmacy of Deli Serdang Regional Hospital (RSUDDS) Lubuk Pakam.

Background of the Study

The lack of optimal purchases of drugs at the complementary pharmacy of RSUDDS Lubuk Pakam is a significant issue that needs to be addressed. This study seeks to reveal the factors that influence patient decisions in buying drugs, with a focus on individual characteristics and patient perceptions related to the marketing mix. By taking a sample of 95 patients or patients who seek treatment at the Lubuk Pakam RSUDDS Polyclinic, this study uses exploratory survey methods and logistical regression analysis to analyze the influence of individual characteristics and patient perceptions of the decision to buy drugs.

Methodology

This study employed a quantitative approach using a survey method to collect data from patients who seek treatment at the Lubuk Pakam RSUDDS Polyclinic. A total of 95 patients were selected as the sample size for this study. The survey instrument consisted of a questionnaire that was designed to collect data on individual characteristics and patient perceptions related to the marketing mix. The questionnaire was administered to the patients during their visit to the polyclinic.

Results

The results of the analysis showed that there was a significant influence between several factors on the decision to buy drugs. These factors include:

Revenue (p = 0.022)

Patients with higher income tend to buy larger drugs. This indicates that income affects the patient's ability to buy the necessary drugs. The study found that patients with higher income are more likely to purchase drugs at the pharmacy, indicating that income is a significant factor in the decision to buy drugs.

Drug Availability (p = 0,000)

Availability of adequate drugs in pharmacies is very influential on purchasing decisions. Patients are more likely to buy medicine if they believe the drug is available at pharmacies. The study found that patients who perceive the availability of drugs as good are more likely to purchase drugs at the pharmacy.

Drug Prices (P = 0.001)

Competitive drug prices attract patients to make purchases. If the price of drugs is affordable and competitive, patients will prefer to buy drugs at the pharmacy. The study found that patients who perceive the prices of drugs as competitive are more likely to purchase drugs at the pharmacy.

Friendly and Professional Services

Friendly and professional services increase patient satisfaction, so they prefer the pharmacy to buy medicine. The study found that patients who perceive the services as friendly and professional are more likely to purchase drugs at the pharmacy.

Service Speed (p = 0.018)

The speed in providing services is also an important factor. Patients prefer pharmacies who are able to provide services quickly, especially when they need immediate medicine. The study found that patients who perceive the service speed as fast are more likely to purchase drugs at the pharmacy.

Discussion

The findings of this study suggest that individual characteristics and patient perceptions related to the marketing mix play a significant role in the decision to buy drugs at the complementary pharmacy of RSUDDS Lubuk Pakam. The study found that patients with higher income, who perceive the availability of drugs as good, who perceive the prices of drugs as competitive, who perceive the services as friendly and professional, and who perceive the service speed as fast are more likely to purchase drugs at the pharmacy.

Conclusion

Based on the findings of this study, it is very important for the management of Pharmacy RSUDDS Lubuk Pakam to pay attention to several aspects to increase drug purchases. First, they need to ensure the availability of complete drugs. Second, pricing must compete with other pharmacies so that patients feel they get good grades. Third, improving the quality of services and skills of officers in providing services to consumers is also very necessary. With these steps, it is expected that the decision to buy drugs by patients can increase, which in turn will have a positive impact on public health and the continuity of pharmacies in the hospital.

Recommendations

Based on the findings of this study, the following recommendations are made:

Ensure the availability of complete drugs: The management of Pharmacy RSUDDS Lubuk Pakam should ensure that the pharmacy has a complete stock of drugs to meet the needs of patients.
Competitive pricing: The management of Pharmacy RSUDDS Lubuk Pakam should ensure that the prices of drugs are competitive with other pharmacies to attract patients.
Improve the quality of services: The management of Pharmacy RSUDDS Lubuk Pakam should improve the quality of services and skills of officers in providing services to consumers to increase patient satisfaction.
Increase service speed: The management of Pharmacy RSUDDS Lubuk Pakam should increase the speed of services to meet the needs of patients who require immediate medicine.

Limitations of the Study

This study has several limitations. First, the study was conducted at a single hospital, which may limit the generalizability of the findings. Second, the study used a survey method, which may be subject to biases and limitations. Third, the study did not control for other factors that may influence the decision to buy drugs.

Future Research Directions

This study provides several directions for future research. First, the study can be replicated at other hospitals to increase the generalizability of the findings. Second, the study can be extended to include other factors that may influence the decision to buy drugs. Third, the study can be used to develop a marketing strategy for pharmacies to increase drug purchases.
Frequently Asked Questions (FAQs) on the Effect of Characteristics and Perceptions of Outpatients on Marketing Mixs by Decisions on Buying Drugs at Complementary Pharmacies Deli Serdang Lubuk Pakam Regional Hospital in 2006

Q: What is the main objective of this study?

A: The main objective of this study is to investigate the factors that influence patient decisions in buying drugs at the complementary pharmacy of Deli Serdang Regional Hospital (RSUDDS) Lubuk Pakam.

Q: What is the significance of this study?

A: This study is significant because it provides insights into the factors that influence patient decisions in buying drugs at the complementary pharmacy of RSUDDS Lubuk Pakam. The findings of this study can be used to develop a marketing strategy for pharmacies to increase drug purchases.

Q: What are the key findings of this study?

A: The key findings of this study are:

Patients with higher income tend to buy larger drugs.
Availability of adequate drugs in pharmacies is very influential on purchasing decisions.
Competitive drug prices attract patients to make purchases.
Friendly and professional services increase patient satisfaction, so they prefer the pharmacy to buy medicine.
The speed in providing services is also an important factor.

Q: What are the implications of this study?

A: The implications of this study are:

The management of Pharmacy RSUDDS Lubuk Pakam should ensure the availability of complete drugs.
The management of Pharmacy RSUDDS Lubuk Pakam should ensure that the prices of drugs are competitive with other pharmacies.
The management of Pharmacy RSUDDS Lubuk Pakam should improve the quality of services and skills of officers in providing services to consumers.
The management of Pharmacy RSUDDS Lubuk Pakam should increase the speed of services to meet the needs of patients who require immediate medicine.

Q: What are the limitations of this study?

A: The limitations of this study are:

The study was conducted at a single hospital, which may limit the generalizability of the findings.
The study used a survey method, which may be subject to biases and limitations.
The study did not control for other factors that may influence the decision to buy drugs.

Q: What are the future research directions?

A: The future research directions are:

The study can be replicated at other hospitals to increase the generalizability of the findings.
The study can be extended to include other factors that may influence the decision to buy drugs.
The study can be used to develop a marketing strategy for pharmacies to increase drug purchases.

Q: What are the practical implications of this study?

A: The practical implications of this study are:

The management of Pharmacy RSUDDS Lubuk Pakam can use the findings of this study to develop a marketing strategy to increase drug purchases.
The management of Pharmacy RSUDDS Lubuk Pakam can use the findings of this study to improve the quality of services and skills of officers in providing services to consumers.
The management of Pharmacy RSUDDS Lubuk Pakam can use the findings of this study to increase the speed of services to meet the needs of patients who require immediate medicine.

Q: What are the theoretical implications of this study?

A: The theoretical implications of this study are:

The study provides insights into the factors that influence patient decisions in buying drugs at the complementary pharmacy of RSUDDS Lubuk Pakam.
The study contributes to the body of knowledge on marketing mix and its impact on patient decisions.
The study provides a framework for understanding the factors that influence patient decisions in buying drugs at the complementary pharmacy of RSUDDS Lubuk Pakam.