Pengaruh Kualitas Produk Lacto B Dan Promosi Terhadap Keputusan Dokter Dalam Memberi Resep Dikota Padang

This study aims to determine the effect of product quality and promotion of physician decisions in prescribing in Padang. The research method used is quantitative research method with descriptive research type. Prescribing decisions (Y) is a dependent variable, while the product strategy (X1) and promotions (X2) is an independent variable. The population in this study was the Specialist Pediatric Doctor in Padang whose data were taken from the IDAI Secretariat (Indonesian Pediatric Association). The sample in this study are all Doctors with Pediatric Specialties located in Padang, n September until December 2017 that is as many as 22 people. Technique of sampling using technique is total sampling, namely the technique of determining the sample by taking all members of the population as respondents or samples. Data analysis technique used is multiple linear regression analysis. From the results of research seen that variable product strategy (X1) have a significant effect on prescribing decisions (Y) equal to 76,5% and promotion variables (X2) have a significant effect on prescribing decisions (Y) equal to 76,8%, meaning that product quality and promotion are equally significant to prescribing decisions. In t test it appears that if product quality is improved 1% or one unit, then it can improve the prescribing decision of the Doctor 8,00%, while promotions are upgraded 1% or one unit, then it can improve the prescribing decision of the Doctor 4,05%. In the coefficient of determination analysis shows that the magnitude of product quality relationship and promotion of the doctor's decision in prescribing is 98,3% and the rest is influenced by other variables not proposed in this study.