Analysis Of The Influence Of Personal Selling, Service Quality, And Price Perception On Supplement Purchase Decisions At Kimia Farma Rama Palembang Pharmacy

Abstract

Introduction: Increasing public awareness of health is driving the need for supplement products in pharmacies. In the process of purchasing supplements, consumers not only consider the availability of the product, but also need clear information, good service, and prices that are assessed according to the quality and benefits of the product. This study aims to analyze the influence of personal selling, service quality, and price perception on supplement purchase decisions at Kimia Farma Rama Palembang Pharmacy. Method: This study uses a quantitative approach with a non-probability sampling technique through the purposive sampling method. The research sample was consumers who had bought Naturelene, Seaquill, Radiant, Nutrimax, and Golden Coral brand supplements at Kimia Farma Rama Pharmacy in Palembang. Data were collected through questionnaires with a Likert scale and analyzed using multiple linear regression. Results and Discussion: The results of the study show that personal selling, service quality, and price perception have a positive and significant effect on supplement purchase decisions, both partially and simultaneously. Personal selling is the most dominant factor in influencing purchase decisions. These findings show that pharmacists' ability to provide information, the quality of service that creates trust, and the perception of prices that are in line with the benefits of the product play an important role in driving supplement purchase decisions. Conclusion: This study provides the implication that Pharmatek Kimia Farma Rama Palembang needs to strengthen communication of pharmaceutical personnel, maintain service quality, and manage price perception in an integrated manner to improve supplement purchase decisions