Analisis Respon Konsumen Terhadap Strategi Bauran Pemasaran Farmasi (Marketing Mix) Di Apotek Prima Husada Sangatta Kabupaten Kutai Timur

Abstract

Marketing mix strategy is a collection of marketing activities used to serve the target market. The concept of marketing mix consists of 4P, namely product, price, place and promotion. Customer satisfaction with a service provided can form into loyalty. The purpose of this study is to find out how consumers respond to marketing mix strategy at Prima Husada Sangatta pharmacies. The design of this research is non-experimental research using descriptive research methods by data retrieval using quantitative approach. Sampling technique used is probability sampling using simple random sampling method. The research phase includes, preparation stage, sampling, data collection, and data processing. Data analysis used is descriptive analysis that provides an overview of the objects studied and instrument tests to test and measure questionnaire instruments that include validity tests and reliability tests.Based on the results of the study obtained from 306 respondents the average value of the four components of the marketing mix in terms of products with a value of 4.56 (91%) belongs to the category "Excellent", price 3.56 (71%) fall under the "Good" category, 4.59 places (92%) fall into the "Excellent" category, and 4.22 (84%) promotions fall into the "Excellent" category. The average total value of the four components of the marketing mix was 4.23 (84%). Based on these values, the results of the research obtained on the total response of consumers to the marketing mix at Prima Husada Sangatta pharmacy is "Very Good".