Analisis Penjualan Obat Kombinasi Parasetamol dan Ibuprofen di Platform Shopee Berdasarkan Strategi Harga, Kemasan, dan Distribusi Wilayah
DOI:
https://doi.org/10.54082/jupin.1680Kata Kunci:
E-Commerce, Obat Bebas, Perilaku Konsumen, Sensitivitas Harga, ShopeeAbstrak
Meningkatnya prevalensi pengobatan sendiri dan tren penjualan farmasi daring menyoroti urgensi pemahaman perilaku konsumen dan dinamika pasar obat analgesik-antipiretik. Studi ini meneliti profil penjualan obat kombinasi parasetamol-ibuprofen di platform Shopee, dengan fokus pada strategi penetapan harga, preferensi kemasan, dan distribusi penjualan regional di lima provinsi di Jawa, Indonesia. Tujuan penelitian untuk menganalisis volume penjualan, sensitivitas harga, dan variasi geografis sebagai informasi strategi pemasaran dan kerangka regulasi. Metode penelitian digunakan pendekatan kuantitatif deskriptif retrospektif. Pengambilan data dilakukan pada tanggal 23 April 2025. Produk yang diteliti Neo Remat®, Alaxan FR®, Paramex Nyeri Otot®, Farsifen Plus®, Iremax®, dan Neo Rheumacyl®, dengan volume penjualan dalam unit tablet untuk perbandingan. Data dikategorikan berdasarkan rentang harga dan provinsi (DKI Jakarta, Jawa Barat, Jawa Tengah, Jawa Timur, dan Yogyakarta). Hasil penelitian menunjukkan bahwa Farsifen Plus® dan Neo Rheumacyl® mendominasi penjualan, dengan masing-masing 984.050 dan 1.100.060 tablet terjual, karena harga yang kompetitif dan kemasan yang lebih besar. Sebaliknya, Iremax® dengan harga premium hanya mencatat 108.220 tablet, yang menggarisbawahi sensitivitas harga konsumen. Secara geografis, DKI Jakarta dan Jawa Barat merupakan pasar terbesar, didorong oleh kepadatan populasi yang lebih tinggi dan penetrasi internet. Temuan tersebut sejalan dengan penelitian sebelumnya yang menekankan keterjangkauan dan strategi promosi sebagai pendorong utama pembelian obat OTC dalam e-commerce. Studi ini menyimpulkan bahwa daya saing harga, ukuran kemasan, dan strategi pemasaran regional secara signifikan memengaruhi penjualan online analgesik-antipiretik. Kontribusi penelutian ini dapat membantu memandu penjual dalam mengoptimalkan harga dan manajemen inventaris, sementara pembuat kebijakan dapat menggunakannya untuk meningkatkan pengawasan regulasi.
Referensi
Amorim, V. E. M., Bezerra, L. E., Pimentel, C. de M., Alves, J. V. F., Chagas, B. B. P. de A., Filho, D. S., Trigueiro, B. R., Lustosa, L. M., Souza, S. R. S. de, Felix, A. K. de A., Freire, M. C., & Mendonça, G. S. (2023). Epidemiological Profile of Hospitalization for Accidental Poisoning Due to Exposure to Analgesics, Antipyretics and Non-Opiative Anti-Rheumatic Medicine in Brazil Between 2007 and 2021. International Journal of Health Science, 3(9), 2–4. https://doi.org/10.22533/AT.ED.159392303024
Brune, K. (2002). Next Generation of Everyday Analgesics. American Journal of Therapeutics, 9(3), 215–223. https://doi.org/10.1097/00045391-200205000-00007
Chunchuwar, M. D., Rathi, B., Wanjari, A., & Rathi, R. (2021). Pharmaceutical Standardization and Drug Dosage Modification of Laghu Sudarshan Churna with Comparative Assessment of its Antipyretic and Analgesic Activities in Albino Rats. Journal of Pharmaceutical Research International, 130–137. https://doi.org/10.9734/JPRI/2021/V33I45B32789
Feng, Z., Ye, Y., Ye, H., & Tang, Z. (2022). Changes in pharmaceutical retail market and regional inequality of community pharmacists accessibility in mainland China: a retrospective cross-sectional study. BMJ Open, 12(11), e063739. https://doi.org/10.1136/BMJOPEN-2022-063739
Ferdous, R., Islam, A., Tasnim, F., Abdullah, N., Alam, T. T., & Islam, S. F. (2014). Qualitative Phytochemical Screenings of Methanol Extract of Parmentiera cereifera Seem Fruits. Pharmaceutical and Biosciences Journal, 22–23. https://doi.org/10.20510/UKJPB/2/I3/91168
Fika, R., Agusfina, M., Trisna, M., Setiawan, B., & Ningsih, Y. (2024). Profil Peresepan Analgetik Antipiretik di UPT Puskesmas X Kabupaten Tanah Datar. Journal Pharma Saintika, 8(1), 15–25. https://doi.org/10.51225/JPS.V8I1.52
Fourkiotis, K. P., & Tsadiras, A. (2024). Applying Machine Learning and Statistical Forecasting Methods for Enhancing Pharmaceutical Sales Predictions. Forecasting 2024, Vol. 6, Pages 170-186, 6(1), 170–186. https://doi.org/10.3390/FORECAST6010010
Gibb, I. A., & Anderson, B. J. (2008). Paracetamol (acetaminophen) pharmacodynamics: interpreting the plasma concentration. Archives of Disease in Childhood, 93(3), 241–247. https://doi.org/10.1136/ADC.2007.126896
Khode, S., Maddi, V., Aragade, P., Palkar, M. B., Ronad, P., Mamledesai, S., Thippeswamy, A. H. M., & Satyanarayana, D. (2009). ChemInform Abstract: Synthesis and Pharmacological Evaluation of a Novel Series of 5‐(Substituted)aryl‐3‐(3‐coumarinyl)‐1‐phenyl‐2‐pyrazolines as Novel Antiinflammatory and Analgesic Agents. ChemInform, 40(31). https://doi.org/10.1002/CHIN.200931112
Kim, H., & Lee, K. (2019). Comparison of Labeling Items and Characteristics of OTC Drugs between South Korea, Japan and US. Journal of Integrated Design Research, 18(1), 45–62. https://www.dbpia.co.kr/journal/articleDetail?nodeId=NODE07997313
Krnic, D., Anic-Matic, A., Dosenovic, S., Draganic, P., Zezelic, S., & Puljak, L. (2015). National consumption of opioid and nonopioid analgesics in Croatia: 2007–2013. Therapeutics and Clinical Risk Management, 11, 1305–1314. https://doi.org/10.2147/TCRM.S86226
Liu, S., Luo, P., Tang, M., Hu, Q., Polidoro, J. P., Sun, S., & Gong, Z. (2020). Providing pharmacy services during the coronavirus pandemic. International Journal of Clinical Pharmacy, 42(2), 299–304. https://doi.org/10.1007/S11096-020-01017-0/FIGURES/2
Mahesh, S., van der Werf, E., Mallappa, M., Vithoulkas, G., & Lai, N. M. (2021). Long-term health effects of antipyretic drug use in the ageing population: protocol for a systematic review. F1000Research, 9, 1–10. https://doi.org/10.12688/F1000RESEARCH.27145.1
Maisirata, P. (2025). Analysis Of Consumer Purchase Satisfaction Of Otc Or Non-Precipation Medicine On The Influence Of Price Competition, Service Performance, And Word Of Mouth (Case Study On Consumers Of Otc Non-Precipation Medicine In Pharmacies In Pontianak City). Riwayat: Educational Journal of History and Humanities, 8(1), 288–297. https://doi.org/10.24815/JR.V8I1.43768
Mugwiza, E., Hahirwa, I., & Umumararungu, T. (2023). A UV Spectrophotometric method for simultaneous determination of Ibuprofen and Paracetamol concentration in suspensions. Rwanda Medical Journal, 80(3), 49–56. https://doi.org/10.4314/RMJ.V80I3.7
Ong, A. K. S., German, J. D., Almario, A. Y. v., Vistan, J. M. v., Galang, J. A. P., Dantis, J. R., & Balboa, E. (2024). Consumer Behavior Analysis and Open Innovation on Actual Purchase from Online Live Selling: A case study in the Philippines. Journal of Open Innovation: Technology, Market, and Complexity, 10(2), 100283. https://doi.org/10.1016/J.JOITMC.2024.100283
Panggabean, B., Suharjo, B., Sumarwan, U., & Yuliati, L. N. (2024). Strategy development to increase consumer intention of purchasing prescription drugs through e-pharmacy in Indonesia. International Journal of Risk and Safety in Medicine, 35(1), 49–73. https://doi.org/10.3233/JRS-220067/SUPPL_FILE/SJ-DOCX-1-JRK-10.3233_JRS-220067.DOCX
Pickering, G., Macian, N., Dubray, C., & Pereira, B. (2016). Paracetamol sharpens reflection and spatial memory: a double-blind randomized controlled study in healthy volunteers. Drug Design, Development and Therapy, Volume 10, 3969–3976. https://doi.org/10.2147/DDDT.S111590
Razzak, S., Noor, M., Abbas, Z., Paracha, M. I., Parvez, R., & Jaffar, N. (2024). Self-Medication Among Medical Students During Covid-19 Pandemic: A Cross Sectional Study. Journal of Postgraduate Medical Institute, 38(2), 106–110. https://doi.org/10.54079/JPMI.38.2.3320
Rizkya, S. N., Sarah, S., & Fanji, F. W. (2024). Pengaruh Flash Sale, Gratis Ongkos Kirim, dan Live Streaming terhadap Impulsive Buying pada pengguna Shopee. Jurnal Ilmu Sosial, Manajemen, Akuntansi Dan Bisnis, 5(1), 83–99. https://doi.org/10.47747/JISMAB.V5I1.1629
Susanto, P., Hoque, M. E., Nisaa, V., Islam, M. A., & Kamarulzaman, Y. (2023). Predicting m-Commerce Continuance Intention and Price Sensitivity in Indonesia by Integrating of Expectation-Confirmation and Post-acceptance Model. SAGE Open, 13(3). https://doi.org/10.1177/21582440231188019/ASSET/99FB3D7A-3C40-420E-A388-1325C6793EDC/ASSETS/IMAGES/LARGE/10.1177_21582440231188019-FIG1.JPG
Uramaru, N., Shigematsu, H., Toda, A., Eyanagi, R., Kitamura, S., & Ohta, S. (2010). Design, Synthesis, and Pharmacological Activity of Nonallergenic Pyrazolone-Type Antipyretic Analgesics. Journal of Medicinal Chemistry, 53(24), 8727–8733. https://doi.org/10.1021/JM101208X
Wardati, Y. (2023). Evaluasi Upaya Pengobatan Sendiri (Swamedikasi) Menggunakan Obat Analgetika-Antipiretika Pada Masyarakat Desa Jeruju Besar Kalimantan Barat. Jurnal Sabdariffarma, 10(1). https://doi.org/10.53675/JSFAR.V10I1.482
Unduhan
Diterbitkan
Cara Mengutip
Terbitan
Bagian
Lisensi
Hak Cipta (c) 2025 Imel Asnide Adelia Simanullang, Didiek Hardiyanto Soegiantoro, Aloysia Yossy Kurniawaty, Ani Kristiyani
Artikel ini berlisensi Creative Commons Attribution 4.0 International License.
