Bauran Promosi: Senjata Ampuh atau Sekadar Gimmick dalam Meningkatkan Penjualan?

Abstract

The pharmacy business presents promising prospects, especially in today’s modern era, where unhealthy lifestyles and dietary habits contribute to increased susceptibility to diseases. The rapid evolution of bacteria and viruses has further diversified health challenges, increasing the demand for accessible medications. However, obtaining medicine from hospitals often involves lengthy procedures, and many hospitals have limited over-the-counter medication options. This study aims to analyze the influence of the promotional mix—comprising advertising, sales promotion, publicity, and personal selling—on consumer purchasing decisions at Bintang Mulia Pharmacy. The findings from the partial t-test indicate that all promotional mix components significantly impact consumer purchasing decisions. Furthermore, the simultaneous F-test results confirm that advertising, sales promotion, publicity, and personal selling collectively influence consumer purchasing decisions. The coefficient of determination (R²) shows that these variables account for 79.8% of the variance in purchasing decisions. Based on these findings, it is recommended that Bintang Mulia Pharmacy maintain and continuously optimize its promotional strategies, particularly in advertising, sales promotions, publicity, and personal selling, to strengthen consumer engagement and purchasing behavior.