PERSEPSI KONSUMEN DAN TVF TERHADAP PEMASARAN PRODUK FARMASI SECARA ONLINE

ABSTRAK
Latar Belakang: Perkembangan teknologi digital mendorong meningkatnya pemasaran produk farmasi secara online yang memudahkan masyarakat memperoleh produk kesehatan. Namun, pemasaran ini juga menimbulkan tantangan terkait keamanan, kualitas informasi, dan pelayanan kefarmasian. Penelitian ini bertujuan mengetahui persepsi konsumen dan Tenaga Vokasi Farmasi (TVF) terhadap pemasaran produk farmasi secara online serta membandingkan persepsi keduanya.
Metode: Penelitian non-eksperimental dengan rancangan deskriptif ini dilaksanakan pada Februari–April 2026 di 12 apotek Kecamatan Sukarami, Kota Palembang. Sampel terdiri atas 150 konsumen dan 24 TVF yang dipilih menggunakan purposive sampling. Data dikumpulkan menggunakan kuesioner, dianalisis secara univariat, dan dibandingkan menggunakan uji Fisher's Exact.
Hasil: Seluruh konsumen memiliki persepsi positif terhadap kemudahan (100%), sedangkan persepsi positif pada harga dan promosi sebesar 97,3%, keamanan dan kepercayaan 96,7%, aksesibilitas 98,0%, serta kualitas informasi dan layanan 94,0%. TVF memiliki persepsi positif pada kemudahan (83,3%), harga dan promosi (83,3%), keamanan dan kepercayaan (75,0%), serta aksesibilitas (100%), namun mayoritas memiliki persepsi negatif terhadap kualitas informasi dan layanan (91,7%). Uji Fisher's Exact menunjukkan perbedaan persepsi yang signifikan pada kemudahan (p=0,000), harga dan promosi (p=0,014), keamanan dan kepercayaan (p=0,001), dan kualitas informasi serta layanan (p=0,000), sedangkan aksesibilitas tidak berbeda signifikan (p=1,000).
Kesimpulan: Konsumen dan TVF umumnya memiliki persepsi positif terhadap pemasaran produk farmasi secara online. Perbedaan persepsi terdapat pada sebagian besar indikator, sedangkan aksesibilitas dinilai sama oleh kedua kelompok. Kualitas informasi dan layanan perlu ditingkatkan untuk mendukung pelayanan kefarmasian yang optimal.
Kata kunci: apotek, konsumen, pemasaran produk farmasi online, persepsi, tenaga vokasi farmasi.

ABSTRACT
Background: The rapid development of digital technology has accelerated the online marketing of pharmaceutical products, making healthcare products more accessible to consumers. However, this trend also raises concerns regarding safety, information quality, and pharmaceutical services. This study aimed to determine and compare the perceptions of consumers and Pharmacy Vocational Personnel (PVP) toward the online marketing of pharmaceutical products.
Methods: This non-experimental descriptive study was conducted from February to April 2026 in 12 pharmacies in Sukarami District, Palembang City. The study involved 150 consumers and 24 PVP selected through purposive sampling. Data were collected using a questionnaire, analyzed descriptively, and compared using Fisher's Exact test.
Results: All consumers had a positive perception of convenience (100%), while positive perceptions were found for price and promotion (97.3%), safety and trust (96.7%), accessibility (98.0%), and information and service quality (94.0%). Among PVP, positive perceptions were reported for convenience (83.3%), price and promotion (83.3%), safety and trust (75.0%), and accessibility (100%), whereas most had negative perceptions of information and service quality (91.7%). Fisher's Exact test revealed significant differences between consumers and PVP in convenience (p=0.000), price and promotion (p=0.014), safety and trust (p=0.001), and information and service quality (p=0.000), while no significant difference was found in accessibility (p=1.000).
Conclusion: Overall, both consumers and PVP showed positive perceptions of online pharmaceutical product marketing. Significant differences were observed in most perception indicators, whereas accessibility was perceived similarly by both groups. Improving the quality of information and pharmaceutical services is essential to support optimal pharmaceutical care.
Keywords: Consumers, online pharmaceutical product marketing, perception, pharmacy, Pharmacy Vocational Personnel.