MARTAHAN, DANIEL PATRICK (2022) ANALISA STRATEGI PEMASARAN SUPLEMEN KESEHATAN MEREK FITUNO PADA MASA PANDEMI COVID-19 (STUDI KASUS PADA KIMIA FARMA APOTEK). S2 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The covid-19 pandemic that attacked every country in the world including Indonesia in these recent times has heightened the public's awareness towards health and hygiene. On top of the implementation of healthy and safety protocols (wearing a mask, keeping your distance, and washing your hands), the fulfilment of healthy food needs, keeping a healthy eating pattern with a healthy diet as well as routinely consuming multivitamins and health supplements to provide the maximum amount of protection towards the body became very important thing and a must. A number of pharmaceutical industries in Indonesia experienced a surge in demand for multivitamins and health supplement products throughout the Covid-19 pandemic. One of the government owned pharmaceutical companies that being PT Kimia Farma Tbk through one of it's subsidiary Kimia Farma Pharmacy has one health supplement product going by the brand Fituno I'd apparently still lesser known by the general public. Meanwhile to win over the competition in the market, they'd need a marketing strategy that's just right so the marketed product becomes well known, dominant, and coveted. This research is done to devise a marketing strategy pattern for Fituno brand health supplements by Kimia Farma Pharmacy. The design of the research done is causal, and aims to find an explanation to the effects in causal links between a couple of variables. The population in the research done is every consumer between the age of 16 to 50 years old, that resides and does activities daily in Jakarta and has also partaken in purchasing Fituno brand health supplements in Kimia Farma Pharmacy throughout the Covid-19 pandemic. The results in this research given findings that the product had a positive but not significant effect towards the purchase decision of Fituno brand health supplements throughout the Covid-19 pandemic. On the other hand, although the promotion factor had a positif and significant impact towards purchase decisions, it needs to be more developed for it to become dominant in the market. The results of this research are hoped to be able to give practical contributions to the Kimia Farma Pharmacy management in planning and setting a marketing strategy that's right for the company. Meanwhile on the other side hopefully this research could be a literature reference for further research and as a source of information to the reader regarding the marketing mix for health supplement products used by other Pharmaceutical companies during the Covid-19 pandemic. Key words : Marketing strategy, Fituno, Pandemic, Covid-19, Kimia Farma Pharmacy Badai pandemi Covid-19 yang menyerang seluruh negara di dunia termasuk Indonesia beberapa waktu ini telah menjadikan tingginya tingkat kesadaran manusia terhadap kesehatan. Disamping penerapan protokol kesehatan (memakai masker, menjaga jarak dan mencuci tangan dengan air mengalir), pemenuhan kebutuhan pangan yang baik, menjaga pola makan dengan gizi seimbang serta rutin mengkonsumsi multivitamin dan suplemen kesehatan untuk memberikan perlindungan maksimal bagi tubuh menjadi hal yang sangat penting dan wajib diterapkan. Sejumlah industri farmasi di Indonesia mengalami lonjakan permintaan produk multivitamin dan suplemen kesehatan selama masa pandemi Covid-19 berlangsung. Salah satu perusahaan farmasi milik pemerintah yaitu PT Kimia Farma Tbk melalui anak usahanya Kimia Farma Apotek memiliki salah satu produk suplemen kesehatan dengan nama merek Fituno yang ternyata masih kurang dikenal oleh masyarakat. Sementara untuk dapat memenangkan persaingan di pasar, diperlukan strategi pemasaran yang tepat agar produk yang dipasarkan dikenal, diterima dan menjadi dominan. Penelitian ini dilakukan untuk merumuskan pola strategi pemasaran suplemen kesehatan merek Fituno pada Kimia Farma Apotek. Desain penelitian yang dilakukan adalah penelitian kausal, yang bertujuan untuk mencari penjelasan tentang pengaruh dalam hubungan sebab akibat antar beberapa variabel. Populasi pada penelitian ini adalah seluruh konsumen dengan rentang usia 16 tahun sampai dengan 50 tahun, yang tinggal dan beraktifitas di Jakarta dan melakukan pembelian suplemen kesehatan Fituno di Kimia Farma Apotek selama pandemi Covid-19. Hasil penelitian memberikan temuan bahwa produk memiliki pengaruh positif namun tidak signifikan terhadap keputusan pembelian suplemen kesehatan Fituno pada masa pandemi Covid-19. Di sisi lain faktor promosi walaupun sudah memberikan pengaruh positif dan signifikan terhadap keputusan pembelian, namun masih perlu ditingkatkan lagi agar dapat menjadi dominan di pasar. Hasil dari penelitian ini diharapkan dapat memberikan kontribusi praktis bagi manajemen Kimia Farma Apotek dalam merencanakan dan menetapkan strategi pemasaran yang tepat bagi perusahaan. Sementara di sisi lain kiranya penelitian ini dapat menjadi acuan literatur untuk penelitian selanjutnya dan sebagai sumber informasi bagi pembaca mengenai bauran pemasaran produk suplemen kesehatan yang dilakukan perusahaan farmasi lainnya pada masa pandemi Covid-19. Kata kunci : Strategi Pemasaran, Fituno, Pandemi, Covid-19, Kimia Farma Apotek
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