Handono et al. Int J App Pharm, Vol 13, Special Issue 2, 2021, 115-119 The 3 rd Postgraduate Seminar on Pharmaceutical Sciences 2020 | 115 ANALYSIS OF CUSTOMER BEHAVIOR IN PURCHASING DECISIONS OF MEDICAL SERVICES PRODUCTS AND THEIR EFFECT ON CUSTOMER SATISFACTION IN PHARMACY Original Article BAYU DWI HANDONO 1,2 , WAHONO SUMARYONO 3 , SAHAT SARAGI 3 1 STIKes IKIFA, Jakarta, 13470, Indonesia, 2 Department Magister Ilmu Kefarmasian, Faculty of Pharmacy, Pancasila University, Jakarta, Indonesia, 3 Faculty of Pharmacy, Pancasila University, Jakarta, 12640, Indonesia Email: bayudwihandono@gmail.com Received: 01 Sep 2020, Revised and Accepted: 09 Oct 2020 ABSTRACT Objective: This study aims to analyze customer behavior in the decision to buy self-medicated service products and their effect on customer satisfaction at Kimia Farma Pharmacy, Bekasi Business Unit. Methods: This research uses a quantitative study approach with a descriptive design. Samples or respondents totaled 312 people. Data collection was carried out by means of interviews and agency documents. Results: The results showed that the respondents' knowledge, attitudes and actions in self-medicated service products had quite good results. Respondents who have knowledge of self-medicated service products are 54.225%, 67% of respondents have good attitudes and 61% of actions. The results of data analysis show that the influence of customer behavior in the decision to buy self-medicated service products on customer satisfaction is 0.410 or the power of influence is 41.0%, the rest is influenced by other factors. While the influence of customer behavior on the decision to buy self-medicated service products is 0.347 or 34.7%, the rest is influenced by other factors. Conclusion: Customer satisfaction is quite high which illustrates that Kimia Farma Pharmacy Bekasi Business Unit has tried to fulfill customer desires by providing adequate service. Keywords: Self-medication, Customer behavior, Customer satisfaction, Pharmaceutical services © 2021 The Authors. Published by Innovare Academic Sciences Pvt Ltd. This is an open access article under the CC BY license (http://creativecommons.org/licenses/by/4.0/) DOI: http://dx.doi.org/10.22159/ijap.2021.v13s2.22 Journal homepage: https://innovareacademics.in/journals/index.php/ijap INTRODUCTION The government is committed to provide optimal health services for the community through various tools in the form of health care programs and regulations. One of them is the National Health Insurance (JKN) which is an insurance program that provides health protection to participants [1]. In the JKN program, participants are given guarantees in the form of comprehensive individual health services, including promotive, preventive, curative, and rehabilitative, including drugs and pharmacy medical devices. JKN aims to provide practical health services for the community, where patients can go directly to the nearest health facility that works with JKN. However, in practice, patients still experience complaints, namely the long waiting time at JKN health services [2]. Therefore, for minor complaints, patients generally do self-medication. Self-medication is one of the treatment efforts made by a person in treating the symptoms of illness or disease he is suffering without first consulting a doctor. Self-medication is carried out to treat minor ailments that can be overcome with limited over-the-counter and over-the-counter (OTC) drugs [3]. The legal basis for self-medication is the Minister of Health Regulation No. 919 Menkes/Per/X/1993 [4]. The Directorate General of Pharmaceutical and Medical Devices Development have formulated guidelines on the use of free drugs and limited free drugs that can help the community so that medication errors do not occur [4]. So far, pharmacy service establishments do not know clearly how the decision-making process for purchasing self-medicated service products and what factors affect consumer preferences [5]. The research reported by Agustina S (2019) said that the reason for not utilizing health services at Puskesmas (JKN) is that people feel that they are not sick and do not need health services at Puskesmas and some people when they complain of being sick, more choose to use over-the-counter drugs purchased at the pharmacy [6]. Mild disease is a disease that can be overcome by using drugs that can be purchased without a doctor's prescription at the pharmacy, namely over-the-counter drugs and limited free drugs, known as OTC (Over The Counter) drugs. Value in Health volume 21 supplement 3 in October 2018 in Science Direct revealed a result of research conducted by looking at student behavior in dealing with minor disease problems. The results of this study reveal that 74.3% of students do self-medication for reasons of convenience, easy access and are more commonly used for the population [7]. The results of the 2013 Basic Health Research (Riskesdas) show that the majority of Indonesians use over-the-counter drugs for self- medication. Households that store drugs as self-medicated are 35.2% with the type of medicine stored, namely 82%, are over-the- counter drugs obtained from pharmacies (50.2%) as a source of medicine [8]. This means that the pattern of self-medicated treatment is the method that many people choose to handle complaints of disease. This is evident from the high sales of over-the- counter drugs and limited over-the-counter (OTC) drugs which are the mainstay of patients in self-medication. Sales of over-the-counter drugs and limited over-the-counter drugs (OWA) are the second largest revenue contributor after ethical products, especially for state-owned companies (BUMN) such as Kimia Farma Persero. During 2014 to 2017 sales of OTC drugs increased by an average of 11.40% per year. This shows that the trend of OTC sales in the era of National Health Insurance is still positive. In the fairness income report on the planned affiliation and material transactions in March 2019, OTC sales contributed 21.83% with the total segmentation of the IMS market in 2016 of around 67.2 trillion with over-the-counter drugs of 38% [9]. On the other hand, the pharmacy as a pharmacy service place does not clearly know how the process of purchasing decision making for self-medicated service products and what factors influence consumer preferences. Even though this knowledge is important so that pharmacies can determine strategies to capture buyer behavior into selling opportunities, especially for self-medicated service products. This consumer behavior can be seen from the knowledge, attitudes and actions of customers on the purchase of OTC drugs or other products. Consumers' preferences to choose over-the-counter drugs purchased at pharmacies have continued to grow until now, resulting in the purchase of non-pharmaceutical service products that are starting to be in great demand by the public. Behavior which International Journal of Applied Pharmaceutics ISSN- 0975-7058 Vol 13, Special Issue 2, 2021