ANALISIS RESPON KONSUMEN TERHADAP STRATEGI BAURAN PEMASARAN (Marketing Mix) DI APOTEK MERJOSARI KOTA MALANG

Background: Pharmacy is one of the health service media that contributes to an optimal degree of public health. Pharmacies that will run their business need to develop a marketing strategy in order to survive in business competition by determining the right marketing strategy. One of the business strategies that can be done is the 7P Marketing Mix which consists of product, price, place, promotion, people, process, and physical evidence. Marketing Mix is carried out to increase profits and increase sales volume.Objective:To find out the picture of consumer response to the marketing mix at Merjosari Pharmacy.Method: This study is an observational study with data collection using a quantitative approach. Sampling was carried out using non-probability sampling techniques of purposive sampling type with a sample of 100 respondents. Questionnaires were distributed directly to respondents. Data analysis using SPSS 20 and Excel. Results: Based on the research results, the average value of the seven marketing mix components is the product variable with a value of 3.58, the price variable with a value of 2.91, the place variable with a value of 3.27, the promotion variable with a value of 3.02, the people variable with a value of 3.17, the process variable with a value of 3.13 and the physical evidence variable with a value of 3.17. The average total value of the seven marketing mix components is 3.41. Conclusion: Based on the total average value of the seven marketing mix components of 3.21. Based on this value, the research results obtained on the total consumer response to the marketing mix at the Merjosari pharmacy, Malang City are "Good".