ANALISIS PENERAPAN MARKETING MIX UNTUK MENINGKATKAN VOLUME PENJUALAN OBAT BEBAS PADA APOTEK RAHMA FARMA DI KOTA WAINGAPU SUMBA TIMUR

Abstract

Apotek Rahma Farma was chosen as the object of this study. This study aims to examine and analyze the influence of the marketing mix consisting of products, prices, places, promotions, and Human Resources on sales volume both partially and simultaneously. It will also be determined which variables have the most dominant influence so that the pharmacy management can understand which aspects need to be improved or improved. The population in this study were Rahma Farma Pharmacy customers per month which were known to be around 3,000 people who would then be selected using the simple random sampling method and the sample quota was determined using the Slovin formula so that 97 research samples were obtained. The main data collection technique in this study was to use a questionnaire instrument with a Likert scale as the data scale. After collecting the data, it will be analyzed using validity and reliability tests, classic assumption tests, multiple linear regression analysis, and hypothesis testing using simultaneous partial t and f tests as well as reviewing standardized beta coefficients to determine the most dominant variable. The result of this study is that partially only Human Resources variables have a significant influence on sales volume, while simultaneously all independent variables of this study consisting of products, prices, places, promotions, and HR have a significant influence on sales volume. The variable that has the most dominant influence is the Human Resources variable. The final conclusion of this study is that the marketing mix applied by Apotek Rahma Farma has been successfully implemented, but not yet optimally because in terms of products, prices, places, and promotions still need to be improved.

Keywords: Marketing Mix, Sales Volume