The Effect of Marketing Strategy and Medical Representative Relationships on the Achievement of Sales Targets through Doctors’ Prescription Decisions in Indonesian Healthcare Services

Authors

  • Hendri Hendri Program Pascasarjana, Fakultas Ekonomi dan Bisnis, Universitas Mitra Bangsa, Jakarta, Indonesia
  • Zaharuddin Zaharuddin Program Pascasarjana, Fakultas Ekonomi dan Bisnis, Universitas Mitra Bangsa, Jakarta, Indonesia
  • Sitta Kusuma Freddy Program Pascasarjana, Fakultas Ekonomi dan Bisnis, Universitas Mitra Bangsa, Jakarta, Indonesia

DOI:

https://doi.org/10.38035/jemsi.v7i5.8332

Keywords:

Marketing Strategy, Medical Representative (MR) Relationship, Prescribing Decision, Sales Target, SEM-PLS

Abstract

This study aims to analyze the influence of marketing strategy and Medical Representative (MR) Relationships on The sales targets of ethical products at PT Bayer Indonesia, with doctor's prescribing Decisions as a mediating variable. The pharmaceutical industry possesses unique characteristics where doctors act as The primary decision-makers in drug utilization, making The role of The Medical Representative (MR) crucial. This research adopts a quantitative explanatory approach. Data were collected through surveys and analyzed using The Structural Equation Modeling - Partial Least Squares (SEM-PLS) method. The results indicate that marketing strategy and Medical Representative (MR) Relationships have a positive and significant impact on doctors' prescribing Decisions and The achievement of sales targets. Furthermore, The doctor's prescribing Decision is proven to be a significant mediating variable that bridges The influence of marketing strategy and MR Relationships on sales targets. These findings underscore that success in achieving sales targets in The pharmaceutical industry heavily depends on The effectiveness of marketing communication strategies and The quality of professional Relationships built by The field force with clinicians.

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Published

2026-06-01

How to Cite

Hendri, H., Zaharuddin, Z., & Sitta Kusuma Freddy. (2026). The Effect of Marketing Strategy and Medical Representative Relationships on the Achievement of Sales Targets through Doctors’ Prescription Decisions in Indonesian Healthcare Services. Jurnal Ekonomi Manajemen Sistem Informasi, 7(5), 4590–4606. https://doi.org/10.38035/jemsi.v7i5.8332

Issue

Vol. 7 No. 5 (2026): Jurnal Ekonomi Manajemen Sistem Informasi (Mei - Juni 2026)

Section

Articles

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Copyright (c) 2026 Hendri Hendri, Zaharuddin Zaharuddin, Sitta Kusuma Freddy

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