Analisis Faktor-Faktor yang Mempengaruhi Dokter Memilih Produk Suatu Perusahaan Farmasi di Rumah Sakit Columbia Asia Medan

Abstract

Competition in the field of pharmaceutical companies increasingly stringent, particularly in Columbia Asia Hospital Medan. It requires that every pharmaceutical company providing the best product for your doctor prescribes medication to the patient in order to achieve the level of health of the patient. There are several factors that affect the physician in determining the product of a pharmaceutical company, namely: product discounts, financing commitments, sponsorship, drug trade name, product quality, intense medical representative visits, price products, pharmaceuticals brand, promotional theme, and point of sale. Factor analysis is a multivariate statistical technique used to reduce / summarize data from many variables into a few variables. The results of this study concluded that there are two dominant factors that influence physicians to prescribe the product, the second factor is the sponsor (57.95%) is composed of two variables: X3 = sponsorships (0961), X10 = theme promotion (0.936) and the promotion factor (24.28%) consists of three variables: X5 = the quality of the product (0.826), X7 = the price of the product (0.696), X9 = point of sale (0.862).