PENGARUH PROMOSI PENJUALAN DENGAN PENDEKATAN TRANSAKSIONAL DAN PENDEKATAN NEURO LINGUISTIC PROGRAM TERHADAP MINAT DAN KEPUTUSAN DOKTER DALAM MEMILIH PRODUK DAN IMPLIKASINYA UNTUK PENULISAN RESEP

Abstract

Interests are regarded as an intermediary between motivational factors that influence
behavior and indicate how hard a person has a willingness to Interests shows how
much effort a person is planning to do something in order to produce a decision.
Purchasing decisions are a step in the decision-making process in which the
consumer actually makes a purchase. One of the factors that influence the interest of
doctors to make decisions in prescribing drugs in the hospital is the approach
between a medical representative with a doctor. This study aims to determine the
effect of promotion with a transactional approach and neuro linguistic approach
program (NLP) to the decision of the physician in choosing a product and its
implications for prescription writing. The sample in this research is doctors who
work in Hospital in Jakarta area, amount 80 responder determined by formula Slovin.
The type of data used is the primary data taken through the questionnaire. The
analysis method used is multiple linear regression with doctor's decision in
prescribing as dependent variable, while the independent variable is sales promotion
in transactional and sales promotion in NLP. The results showed that the most
influential factor on physician interest in decision making on prescription writing
was sales promotion in NLP with 33.2% contribution, compared to transaction
promotion transactional which only 5.3%. Therefore, NLP can be a good choice for
sales promotion of physicians' interest and decisions in prescribing.