| Summary: | People who are suffered heartburn symptoms are going to buy heartburn
OTC medicine. The public as consumers have to make decision for choosing one
out of various brands when purchased medicine. This study aims to determine the
effect of marketing mix attributes on brand choice in branded heartburn OTC drug
purchases by consumer.
The research method used is descriptive analytic method with cross
sectional apporach using 100 respondents were taken by purposive sampling
technique. Methods of data analysis using ANOVA test to determine the
relationship between marketing mix variables with the brand selection variable.
Results interpretation of respondents answer to the purchase of various
brand of heartburn OTC drugs are : drug�s product is considered very good (mean
score of 81,65), drug�s promotion is considered fairly (mean score of 50,97),
drug�s price is considered good (mean score of 65,67), and drug�s distribution is
considered very good (mean score of 80,07). Anova test results obtained from the
marketing mix attributes do not have a relationship with brand selection as
indicated by the p-value > 0,05, ie for the product (0,326), promotion (0,498),
price (0,425), and distribution (0,467). Then the marketing mix did not affect
significantly on the brand name selection by costumers, so the analysis to find out
how much influence marketing mix attribute to brand selection is not done
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