STUDI KEPUTUSAN DOKTER DALAM MERESEPKAN OBAT KANKER IMPLIKASINYA TERHADAP PENERAPAN MARKETING MIX OBAT ETHICAL DI INDONESIA

GUNAWAN, GUNAWAN (2009) STUDI KEPUTUSAN DOKTER DALAM MERESEPKAN OBAT KANKER IMPLIKASINYA TERHADAP PENERAPAN MARKETING MIX OBAT ETHICAL DI INDONESIA. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

A large pharmaceutical companies that market drugs for cancer carry the impact of more competitive competition. Preparation of the marketing tactics based on the willingness of doctors has become imperative. Therefore, research is needed on the decision making process taken by a doctors (physician) in choosing cancer drugs with a particular brand, perception of the doctors on implementation of marketing mix and socio-cultural factors, and the influence of marketing mix and socio-cultural factors on the selection of cancer drugs marketed by certain companies. This research used to descriptive method of analysis and discriminant analysis. Withdrawal data using a questionnaire that has been done the validity and reliability testing. Number of 222 samples was taken using an accidental sampling method. Then, research data result analyzed using the assistance of SPSS 16.0. Results of this research shows that most of decision-making process is in the broad category of problem-solving (88,7%) that doctor does not have any established criteria to select a product category or a particular brand in that category. Perceptions of doctors in marketing mix which has a very strong value are: effectiveness in clinical medicine (3,7), scientific evidence of quality of drugs (3,6)and the risk of adverse drug reactions (3,5). Due to the factor of social-cultural perception that professor/senior doctors as key opinion leader (3,1), therefore consultant physician (3,1), patient/patient’s family (2,4), and medical representatives (2,8) were influenced strongly by the doctors. And there is no significant differences (sig 0,085) between physicians (doctors) who choose a cancer drug marketed by the domestic capital companies, foreign capital companies, or joint of domestic and foreign capital companies, based on the perception of marketing mix and socio-cultural factors. Banyaknya perusahaan farmasi yang memasarkan obat kanker membawa dampak bagi persaingan yang semakin kompetitif. Penyusunan taktik marketing yang berdasarkan pada keinginan dokter menjadi sebuah keharusan. Oleh karena itu, diperlukan penelitian tentang proses pengambilan keputusan dokter didalam memilih obat kanker dengan merek tertentu, persepsi dokter terhadap penerapan marketing mix dan faktor sosial budaya, dan pengaruh marketing mix dan faktor sosial budaya terhadap pemilihan obat kanker yang dipasarkan oleh perusahaan tertentu. Penelitian ini digunakan dengan metode analisis deskriptif dan analisis diskriminan. Penarikan data menggunakan kuesioner yang telah dilakukan uji validitas dan reliabilitas. Jumlah sampel sebanyak 222 diambil menggunakan metode aksidental sampling. Data penelitian selanjutnya dianalisis menggunakan bantuan SPSS 16,0. Hasil penelitian menunjukkan bahwa proses pengambilan keputusan sebagian besar pada kategori pemecahan masalah yang luas (88,7%) yaitu dokter akan selalu mencari informasi dari berbagai sumber sebelum dokter memilih obat kanker dengan merek (brand name) tertentu. Persepsi dokter terhadap marketing mix dengan nilai sangat kuat adalah efektifitas klinis obat (3,7), bukti ilmiah kualitas obat (3,6) dan risiko efek samping obat (3,5). Persepsi faktor sosial budaya yaitu profesor/dokter senior sebagai key opinion leader (3,1), dokter konsultan (3,1), pasien / keluarga pasien (2,4), dan medical representative (2,8) dipersepsi kuat oleh dokter. Dan tidak ada perbedaan yang signifikan (sig 0,085) antara dokter yang memilih obat kanker yang dipasarkan oleh oleh perusahaan modal dalam negeri, perusahaan modal asing, maupun campuran perusahaan modal dalam negeri dan perusahaan modal asing didasarkan pada persepsi terhadap marketing mix dan faktor sosial budaya.

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