ABSTRACT : The increasing number of pharmacies in Bogor City has led to greater consumer choice of pharmacies. However, with the increasing number of pharmacies, it will increase competition in the pharmacy business, necessitating an understanding of consumer preferences. This study aims to analyze the characteristics of pharmacy consumers, analyze the consumer decision making process in determining pharmacies, analyze consumer preferences for determining pharmacies in Bogor City and provide strategic recommendations for pharmacy businesses. This study was conducted using descriptive analysis method and conjoint analysis with Pairwise Comparison on 200 respondents. The sampling method was non-probability sampling using purposive sampling technique. The type and source of data used in this study was through distributing questionnaires to respondents in Bogor City. This study revealed that the majority of respondents showed good knowledge about drug classification and consumer preferences in choosing a pharmacy in Bogor City preferring pharmacies that sell drugs at low prices, then pharmacies with locations close to their homes and pharmacies that provide complete drug products. Consumer preferences in choosing a pharmacy are influenced by price, location, and product completeness. Recommended strategies for pharmacy business owners in Bogor City by increasing the completeness of drug types, analyzing consumer consumption patterns based on drug sales data in a certain period, providing excellent customer oriented services and strategic location selection.

KEYWORDS – Conjoint analysis, Consumer behavior, Consumer preferences, Pharmacy