Descriptive Analysis of Marketing Mix Utilizing the 7P Methodology Encompassing Product, Price, Promotion, People, Process, and Physical Evidence in Pharmacies

Fendy Prasetyawan; Yuneka  Saristiana; Faisal Akhmal Muslikh; Ratna Mildawati; Wisnu Haryo  Widyoko; Chandra Arifin; Abd Rofiq; Emma Jayanti Besan; Muhammad Nurul Fadel

doi:10.55927/metropolis.v1i1.65

Authors

Fendy Prasetyawan Universitas Kadiri
Yuneka Saristiana Universitas Kadiri
Faisal Akhmal Muslikh Institute Ilmu Kesehatan Bhakti Wiyata
Ratna Mildawati STIKes Ganesha Husada Kediri
Wisnu Haryo Widyoko Rumah Sakit Baptis Kediri
Chandra Arifin Akademi Kesehatan Agra Husada
Abd Rofiq Akademi Kesehatan Agra Husada
Emma Jayanti Besan Universitas Muhammadiyah Kudus
Muhammad Nurul Fadel Universitas Muhammadiyah Kudus

DOI:

https://doi.org/10.55927/metropolis.v1i1.65

Keywords:

Marketing Mix, 7Ps, Pharmacies, Customer Satisfaction, Qualitative Analysis

Abstract

The dynamic pharmaceutical industry witnesses constant shifts, influenced by changing consumer preferences, evolving regulatory frameworks, and technological advancements. Pharmacies, as crucial healthcare service providers, play a central role in delivering pharmaceutical products and services to the community. Within this context, understanding and optimizing the Marketing Mix (7Ps) becomes paramount for pharmacies to effectively address the evolving needs of their clientele. The study, employing a mixed-methods approach, explores elements such as Product, Price, Promotion, People, Process, and Physical Evidence. The analysis, based on a sample of 100 respondents, reveals commendable mean scores across all aspects, categorizing them as "Very Good." Specifically, Product scored 3.35, Price 3.41, Place 3.44, Promotion 3.30, People 3.37, Process 3.39, and Physical Evidence 3.38. These results highlight the pharmacy's excellence in implementing the Marketing Mix, crucial for enhancing customer satisfaction and loyalty.

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