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PENGARUH FAKTOR LINGKUNGAN, FAKTOR INDIVIDU, DAN FAKTOR KOMUNIKASI PEMASARAN TERHADAP KEPUTUSAN MEMBELI OBAT FARMASI ANTARA APOTEK DI KABUPATEN BANYUMAS DAN APOTEK DI KOTA PURWOKERTO
(Syamsuddin)ABSTRACT
To respond the condition of competitive market and the impacts, factory has to change the strategy in marketing. Because of it, it needs analizing what factor that influences the custemer in decision to buy the medicine. Because the cost and the time are limited in the research, so the research is done only about factor of circle individual, communication has influent to decision to buy medicine. The formulation of problem in this research is do the circle, individual, and marketing of communication influence the custemer to buy madicine of pharmacy. This research has aim to know how far the variable of circle, induvidual, and marketing of communication to decision to buy medicine of pharmacy, while the hypothesis is estmieted there is a significant influent between variable of circle, individual, and marketing of communication to variable decision to buy. In logistics test here there are two variable because the test is done in two places, those are pharmacy in the Purwokerto regency with 77 respondents and pharmacy in Purwokerto prajamunicipality with 70 respondents.The value negelkerkel R2 = 0,768 it means variable of circle (X1), individual (X2) and marketing of communication (X3) can explain the variety of decision to buy (Y) 76,8% and 23% explained by variables out of model. The value hosmer and lemenshow test (X2) = 0,747 > 0,05 it means that the model used in the of research is fit or suitable with the date of research from the date of analysis gotten that variable of circle (X1) is significant to probability 0,041 to variable of individual (X2) is significant to probability 0,036, it shows that the parsial variable of circle (X1), variable of individual (X2), variable of marketing of communication (X3) influence decision to buy medicine at pharmacy in Purwokerto regency. While the result of research in prajamunicipality shows value negelkerke R2 = 0,885 it means that variable of circle (X1), variable of individual (X2), and variable of marketing communication (X3) influence the decision to buy (Y) 88,5% and 12,5% influenced by the other variable out of those variable hosmer and lemeshow test (X1) = 0,153 > 0,05 it means that the model used in the research is fit with the date of research. While in the research the significant of level (?)used is 10% (0,10), so the variable has influence if the value of probability > 0,10 from the date of analysis gotten, that variable of circle (X1) is significant to probability 0,067, to variable of individual (X2) is significant to probability 0,037 and variable of marketing of communication (X3) is significant to probability 0,077 , it shows that the partial of variable of circle (X1), individual (X2), marketing of communication (X3) influence the decision to buy medicine in pharmacy at Purwokerto regency.

Keyword: competitive market, promotional mix