ANALYSIS OF CONSUMER RESPONSE TO MARKETING MIX STRATEGY AT FAJAR FARMA PHARMACY SAMARINDA

Abstract

Pharmacies are a form of health service facility for the community, with the rapidly increasing number of pharmacies having a positive impact on the community, that is being able to compare prices from one pharmacy to another so that each pharmacy can provide better services at competitive prices. Competition for pharmacies, whether privately or publicly owned, is becoming more common. This makes the pharmacy business more competitive, including Fajar Farma Pharmacy. The purpose of the study was to determine the 7P marketing mix strategy applied at Fajar Farma Pharmacy and the relationship between the 7P marketing mix strategy and consumer satisfaction at Fajar Farma Pharmacy. The sample in this research was consumers who buy drugs at Fajar Farma Pharmacy. The mix strategy applied at Fajar Farma Pharmacy has gone very well. This is in line with the results of the average value obtained in the aspects of product, price, place, promotion, people, process, and physical evidence, which are all in the "very good" category. The Spearman rank test results show that the relationship between the physical evidence aspect and the characteristics of the education respondents has the highest correlation coefficient value, with a result of 0.271 and a significant (2-tailed) of 0.000 0.05 and a weak relationship strength with a confidence interval of 95%.