GAMBARAN KEPUASAN KONSUMEN TERHADAP BAURAN PEMASARAN DI APOTEK MUSTANG FARMA

Abstract

The marketing mix is ​​the set of marketing activities used to serve the target market. The concept of the marketing mix consists of 4Ps, namely product, price, place and promotion. Over time the marketing mix was expanded by adding elements, namely people (people), physical facilities (physical evidence) and processes (process) so that it became seven elements (7P). Consumer satisfaction can be analyzed using a community satisfaction survey. The community satisfaction survey is a comprehensive measurement of activities regarding the level of community satisfaction obtained from the measurement results of service opinions from public service providers. The purpose of this study was to determine the description of consumer satisfaction with the marketing mix at Mustang Farma Pharmacy and the value of the community satisfaction survey at the pharmacy. This research design is a non-experimental research using descriptive research methods. The sampling technique used is probability sampling using simple random sampling method. The research stages include the preparation stage, data collection, research instrument testing, data processing, discussion and conclusion. The data analysis used is descriptive analysis which provides an overview of the object under study and test instruments to test and measure the questionnaire instrument which includes validity testing, reliability testing and classical assumptions. .04 <0.05 which means that the marketing mix variable (X) together affects the satisfaction variable (Y) and the results of the consumer satisfaction survey, namely the product with a value (76.43) including not good, the price with a value (73.67 ) including not good, place with a value (77.4) including good, promotion with a value (47.9) including not good, human resources with a value (69.39) including not good, process with a value (64.96) including not good, physical appearance with a value of (77.27) including good and the overall value of consumer satisfaction with the pharmacy (69.5) is not good.