Analisis Keberhasilan Strategi Up-Selling dan Cross-Selling dalam Meningkatkan Efektivitas Pelayanan Swamedikasi di Apotek K-24 Besi Yogyakarta
DOI:
https://doi.org/10.54082/jupin.1510Kata Kunci:
Apotek, Cross-Selling, Strategi, Swamedikasi, Up-SellingAbstrak
Strategi pemasaran up-selling dan cross-selling memainkan peran penting dalam meningkatkan pendapatan apotek dan kualitas pelayanan swamedikasi. Pelayanan swamedikasi adalah salah satu pelayanan farmasi yang berkontribusi penting dalam menampilkan profesionalisme praktik apoteker dan sekaligus meningkatkan laba usaha apotek. Pelayanan swamedikasi menjadi alternatif utama bagi masyarakat yang memerlukan pengobatan untuk keluhan gejala ringan, karena lebih efisien secara waktu dan lebih ekonomis secara finansial dibandingkan dengan ke fasilitas kesehatan seperti klinik dan rumah sakit. Apotek K-24 memiliki strategi up-selling, link-selling, dan cross-selling untuk meningkatkan volume penjualan. Penelitian ini akan melihat tingkat keberhasilan strategi up-selling dan cross-selling dalam pelayanan swamedikasi dan mengetahui gambaran kasus keluhan pasien yang mendapatkan pelayanan swamedikasi di Apotek K-24 Besi Yogyakarta. Metode penelitian digunakan metode deskriptif kuantitatif dan kualitatif. Populasi dan sampel penelitian adalah semua pelayanan swamedikasi dari 18 November sampai 18 Desember 2024. Analisis data kuantitatif dengan persentase untuk menentukan keberhasilan strategi up-selling dan cross-selling dan jenis kasus dalam pelayanan swamedikasi. Data kualitatif berupa wawancara menggunakan kuesioner untuk mendapatkan data pendukung. Hasil penelitian menunjukkan keberhasilan rata-rata strategi up-selling dan cross-selling pada pelayanan swamedikasi sebesar 63,5%. Keberhasilan ini ditentukan oleh faktor kemampuan tenaga kefarmasian dalam menggali informasi dari pasien, product knowledge, serta kelengkapan varian obat dan produk pendukung. Kasus batuk, pilek, alergi menjadi keluhan pasien yang paling banyak (30,7%) diikuti demam (20,8%) karena faktor cuaca mempengaruhi tren keluhan pasien dalam pelayanan swamedikasi. Penelitian ini menunjukkan pentingnya peningkatan kemampuan tenaga kefarmasian secara terus-menerus.
Referensi
Adepu, R., & Shariff, A. (2010). Development, validation and implementation of continuous professional development programmes for community pharmacists. Indian Journal of Pharmaceutical Sciences, 72(5), 557–563. https://doi.org/10.4103/0250-474X.78520
Agustina, R., Dartanto, T., Sitompul, R., Susiloretni, K. A., Suparmi, Achadi, E. L., Taher, A., Wirawan, F., Sungkar, S., Sudarmono, P., Shankar, A. H., Thabrany, H., Susiloretni, K. A., Soewondo, P., Ahmad, S. A., Kurniawan, M., Hidayat, B., Pardede, D., Mundiharno, … Khusun, H. (2019). Universal health coverage in Indonesia: concept, progress, and challenges. The Lancet, 393(10166), 75–102. https://doi.org/10.1016/S0140-6736(18)31647-7
Aly, M., García-Cárdenas, V., Williams, K., & Benrimoj, S. I. (2018). A review of international pharmacy-based minor ailment services and proposed service design model. Research in Social and Administrative Pharmacy, 14(11), 989–998. https://doi.org/10.1016/J.SAPHARM.2017.12.004
Ashiru-Oredope, D., Osman, R., Ayeni, A. H., Harvey, E. J., Nasim, M., Wright, E., Narh, C., Okereke, U., Harrison, T., Garland, C., Pyper, C., Evans, A., & Bennie, M. (2025). Pharmaceutical Public Health: A Mixed-Methods Study Exploring Pharmacy Professionals’ Advanced Roles in Public Health, Including the Barriers and Enablers. Pharmacy 2025, Vol. 13, Page 37, 13(2), 37. https://doi.org/10.3390/PHARMACY13020037
Ayalew, M. B. (2017). Self-medication practice in Ethiopia: a systematic review. Patient Preference and Adherence, 11, 401–413. https://doi.org/10.2147/PPA.S131496
Ayenew, W., Tessema, T. A., Anagaw, Y. K., Siraj, E. A., Zewdie, S., Simegn, W., Limenh, L. W., Tafere, C., & Yayehrad, A. T. (2024). Prevalence and predictors of self-medication with antibiotics in Ethiopia: a systematic review and meta-analysis. Antimicrobial Resistance and Infection Control, 13(1), 1–14. https://doi.org/10.1186/S13756-024-01417-1/TABLES/9
Brata, C., Fisher, C., Marjadi, B., Schneider, C. R., & Clifford, R. M. (2016). Factors influencing the current practice of self-medication consultations in Eastern Indonesian community pharmacies: A qualitative study. BMC Health Services Research, 16(1), 1–10. https://doi.org/10.1186/S12913-016-1425-3/FIGURES/1
Dineen-Griffin, S., Garcia-Cardenas, V., Rogers, K., Williams, K., & Benrimoj, S. I. (2019). Evaluation of a Collaborative Protocolized Approach by Community Pharmacists and General Medical Practitioners for an Australian Minor Ailments Scheme: Protocol for a Cluster Randomized Controlled Trial. JMIR Research Protocols, 8(8), e13973. https://doi.org/10.2196/13973
Ferdiana, A., Liverani, M., Khan, M., Putu, L., Wulandari, L., Mashuri, Y. A., Naha, B., Wibawa, T., Yeung, S., Day, R., Jan, S., Wiseman, V., & iProbandari, A. (2021). Community Pharmacies, Drug Stores, and Antibiotic Dispensing in Indonesia: A Qualitative Study. Research Square. https://doi.org/10.21203/RS.3.RS-514723/V1
Hermansyah, A., Sainsbury, E., & Krass, I. (2017). Investigating the impact of the universal healthcare coverage programme on community pharmacy practice. Health & Social Care in the Community, 26(2), e249–e260. https://doi.org/10.1111/HSC.12506
Hermansyah, A., Wulandari, L., Kristina, S. A., & Meilianti, S. (2022, July 22). Primary health care policy and vision for community pharmacy and pharmacists in Indonesia | Pharmacy Practice. https://www.pharmacypractice.org/index.php/pp/article/view/2085
Himanshu, K., Singh, P. K., & Biswas, A. B. (2019). Study on Self-Medication Practices among Undergraduate Medical Students in Katihar, Bihar. International Journal of Contemporary Medical Research [IJCMR], 6(8). https://doi.org/10.21276/ijcmr.2019.6.8.43
Indrawan, I. W. A., Saputra, K. O., & Linawati, L. (2020). Implementation of Association Rules to Manage Cross-Selling and Up-Selling for IT Shop. International Journal of Engineering and Emerging Technology, 4(2), 60–63. https://doi.org/10.24843/IJEET.2019.V04.I02.P11
Jia, X., Zhang, W., Si, F. Y., Yang, X., Wen, L., Wang, M., Zheng, J., Yin, Z., Kang, J., & Du, S. (2024). Qualitative study on the problems and potential solution strategies for part-time clinical pharmacists’ clinical services work in a tertiary hospital in China. BMJ Open, 14(6), e083956. https://doi.org/10.1136/BMJOPEN-2024-083956
Latif, A., Mohammad, R. N., Arman, M. A., Khairina, I., & Sudirman, F. L. (2024). Service System and Marketing Strategy of PT Pegadaian Rappang Branch in Enhancing Customer Interest. International Journal of Sustainable Applied Sciences (IJSAS), 2(7), 701–712. https://penerbitjurnalinternasional.com/index.php/ijsas/article/view/630
Maidment, I., Young, E., MacPhee, M., Booth, A., Zaman, H., Breen, J., Hilton, A., Kelly, T., & Wong, G. (2021). A Rapid Realist Review of the Role of Community Pharmacy in the Public Health Response to COVID-19. MedRxiv, 2021.02.01.21250765. https://doi.org/10.1101/2021.02.01.21250765
Norvell, T., Kumar, P., & Contractor, S. (2018). Assessing the Customer-Based Impact of Up-Selling Versus Down-Selling. Cornell Hospitality Quarterly, 59(3), 215–227. https://doi.org/10.1177/1938965518762836/SUPPL_FILE/UPSELL_DOWNSELL_SURVEY_-_BRANDS_REMOVED_SUPPLEMENT.PDF
Oliveira, T. de M. de, Pereira, V. F., Birssi, E. C., Alexandre, M. M., Teixeira, D. G., Jesus, R. A. de, & Zardeto-Sabec, G. (2020). Self-medication in Brazil’s public health: The importance of pharmaceutical performance in the multiprofessional team and as an advisor in the rational use of medications. Brazilian Journal of Development, 6(8), 59182–59196. https://doi.org/10.34117/BJDV6N8-365
Setiadi, A. P., Wibowo, Y. I., Setiawan, E., Mulyono, I., Wardhani, S. A., & Sunderland, B. (2022). Strategies to implement community training to promote responsible self-medication in Indonesia: a qualitative study of trainers. International Health, 14(4), 398–404. https://doi.org/10.1093/INTHEALTH/IHZ115
Singha, K., Parthanadee, P., & Kessuvan, A. (2024). Market Basket Analysis of a Health Food Store in Thailand: A Case Study. Https://Services.Igi-Global.Com/Resolvedoi/Resolve.Aspx?Doi=10.4018/IJKSS.333617, 15(1), 1–14. https://doi.org/10.4018/IJKSS.333617
Tian, X., Todorovic, J., & Todorovic, Z. (2023). A Machine-Learning-Based Business Analytical System for Insurance Customer Relationship Management and Cross-Selling. Journal of Applied Business and Economics, 25(6), 2023. https://doi.org/10.33423/JABE.V25I6.6639
Widowati, I. G. A. R., & Zamroni, M. (2023). Indonesia Facing Challenges of Pharmaceutical Care Implementation in Community Pharmacies: A Legal Perspective. Jurnal Hukum Prasada, 10(2), 69–79. https://doi.org/10.22225/JHP.10.2.2023.69-79
Unduhan
Diterbitkan
Cara Mengutip
Terbitan
Bagian
Lisensi
Hak Cipta (c) 2025 Mika Adira Kaban, Didiek Hardiyanto Soegiantoro, Yosua Adi Kristariyanto, Ari Widhiarso
Artikel ini berlisensi Creative Commons Attribution 4.0 International License.
