ANALISIS PEMILIHAN PRODUK OBAT FLU OVER-THE-COUNTER BERDASARKAN BAURAN PEMASARAN DI KECAMATAN MLATI, NGAGLIK, DAN DEPOK, KABUPATEN SLEMAN, DAERAH ISTIMEWA YOGYAKARTA

• Main Authors: , TAUFIQ RAMADHAN, , Dr. Satibi, S.Si., M.Si., Apt.
• Format: Theses and Dissertations NonPeerReviewed
• Published: [Yogyakarta] : Universitas Gadjah Mada 2014
• Subjects: ETD
• Online Access: https://repository.ugm.ac.id/129699/; http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=70095
• Institution: Universitas Gadjah Mada

Currently, there are lots of over-the-counter drugs used to treat symptoms of flu and common cold which are available in the market, and most of these drugs contain the same ingredients. The purpose of this research is to understand which brand of over-the-counter cold remedies that is used by most residents in Kecamatan Mlati, Ngaglik, and Depok, Kabupaten Sleman, Daerah Istimewa Yogyakarta, the 4P marketing mix commonly employed by the pharmaceutical companies, and the correlation between the marketing mix and the product selection. This research takes place from October 2013 to December 2013, involving 275 respondents which is used as samples of population. Data of this research is acquired from questionnaires distributed to the respondents. Results show that Decolgen® is the most used brand of cold remedies. Commonly employed marketing mix strategies for cold remedies are dose variations, easy-to-use instructions, wide market coverage, intensive advertisements, flexible price, and the emphasis on good product value. Marketing mix component that has the most significant correlation with the product selection is Promotion (� = 0,149).