Buying process analysis of product y, an oral contraceptive, in middle to high socio economic woman in Jakarta : a case study at PT XYZ
The primary purpose of this research is to study the buying process of middlernto high socio economic women in Jakarta on oral contraception. A secondaryrnpurpose is to explore further the satisfaction of current user. The datarncollected using self administered questionnaire for women reproductive agernworking or living in Jakarta and telephone interview for current user of productrnY living in Jakarta. The results of analysis shown that there is no significantrndifference between middle to high socio economic women and lower sociorneconomic women on the used of contraception (p value=0.300), thernknowledge on oral contraception (p value=0.185) and contraception providersrn(p value=0.294). However women with middle to high socio economic arernmore like to use contraception and they have higher knowledge on oralrncontraception compared to lower socio economic class. Even though theyrnused doctors as their contraception provider higher than other group, but theyrnalso used other channels such as midwives and pharmacy. They also putrnObstetrics and Gynecologists as the most trustful source of information forrncontraception. Customer satisfaction Lisrel model with GFI 0.88 is shownrnproduct Y user satisfaction is mainly determine by the feeling when takingrnproduct Y (r=0.76), reason of using product Y (r=0.46), and from whosernrecommendation come (r=0.43).
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