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Journal : Jurnal Pendidikan Indonesia (Japendi)

Promotional Strategy to Increase Sales on Sahabat Pharmacy Siara, Sabina; Aprianingsih, Atik
Jurnal Pendidikan Indonesia Vol. 6 No. 5 (2025): Jurnal Pendidikan Indonesia
Publisher : Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59141/japendi.v6i5.7844

Abstract

This study evaluates and enhances the promotional strategies of Apotek Sahabat Samarinda or also known as Sahabat Pharmacy to increase sales within the competitive pharmaceutical market of Samarinda, Indonesia. A quantitative research approach was employed to gather primary data via surveys from 385 respondents, aimed at evaluating customer behavior, preferences, and reactions to various marketing strategies. This research employs the Integrated Marketing Communications (IMC) framework, emphasizing advertising, sales promotion, public relations, direct marketing, and personal selling. The results indicate that promotional strategies have a substantial effect on customer attitudes and purchase intentions. Sales promotions, direct marketing, and personal selling demonstrated the most significant positive impact on customer perceptions. The study emphasizes the necessity of customizing promotional strategies to address customer needs and enhance customer engagement. It is recommended that Sahabat Pharmacy enhance its digital marketing initiatives, improve product bundling strategies, and establish a customer loyalty program to promote sustained sales growth and enhance customer satisfaction. This study enhances the understanding of the impact of promotional strategies on sales performance within the pharmacy sector.
Co-Authors Abdurrahman, Vidi Adhipradana Syafii, Ardiman Adiani, Widyoretno Agus Hasan Pura Anggawidjaja Agus Santoso Amalia, Rizkia Aminuddin, Rahmat Ridlo Anggini, Devia Mahartika Anggun Siwi Murwati Ardicho Rahman Fatonny Art’sera Esti Widiyastuti Bustaman, Muhammad Khairil Chandra, William Alden Dalzi R. Danil, Dalzi R. Debby, Teresia Diva, Muhammad Fadel Eliandri Shintani Wulandari, Eliandri Shintani Estelita Putri G, Nadila Fabilia, Safira Fadhil Ghalib Agam, Fadhil Ghalib Faishal Tanjung Maoludyo, Faishal Tanjung Fathia Rachmah, Amalia Febiya Anggayesti Handayani Gina Nurfitriani, Gina Hakim, An Nahl Akmal Harimukti Wandebori Hidayat, Malvin Ichsan Muhammad Nurjaman, Ichsan Muhammad Ida Farida Imran, Jovanska Arfianda Ira Fachira Kaustubh Virkar Koconingrahayu, Dewi Wahyu Limawan, Alvin Nathanael Maharatie, Andhiny Puspa Mangngalle, Riska Indriyani Margono, Albert Gianta Mohamad Toha Mustika Sufiati Purwanegara Nabila Syahputri, Nabila Noorfazia Indriani, Delvina Nurfatiasari, Safrani Nusantara, Bambang D.A. Pardede, Bonita Praditya Dwi Wicaksono, Praditya Dwi Pratiwi, Lintang Primadana, Ligasyah Arnanda Putri, Marsha Rachmanda Putri, Nadila Vedania Rachmanda Putri, Marsha Raden Roro Shafira Meisy Sudarsono Rahmandi*, Dwinan Ramadhany, Fitri Ramdani, Muhammad Abdilah Rasyida, Reyna Aszzura Renaldo Wijaya, Renaldo Reza Ashari Nasution Rima Elya Dasuki Sadri, Ilman Sahara, Shifa Hustima Salsabila, Regina Setiawan, Margareth Shubhi, Kannida Puspa Siara, Sabina Sofyan, Mahardhika Dwi Ananta Sunanta, Grace Rosaline Tarigan, Renalta Teresia Debby Thalib, Karimah V. J. Wisnu Wardhono Wahyu Apriyantopo Wenty Gafrina Martin, Wenty Gafrina Wibowo, Annisha Ananda Putri Widyaputri, Naja Ghassani Widyasthana, G.N. Sandhy Yuliana, Putri Dewi