ANALISIS PENGARUH BAURAN PEMASARAN (Marketing Mix) PADA PELAYANAN SWAMEDIKASI TERHADAP KEPUTUSAN PEMBELIAN DI APOTEK SUKUN FARMA KOTA MALANG

This study aims to determine the relationship between marketing mix strategies in self-medication services and purchasing decisions at Sukun Farma Pharmacy in Malang City. The method used in this study is a descriptive analytical method with a quantitative approach. The sampling technique used was non-probability sampling with purposive sampling type, with prospective data obtained using a questionnaire containing the relationship between marketing mix strategies (product, price, place, promotion, people, process, and physical evidence) in self-medication services and purchasing decisions at Sukun Farma Pharmacy, Malang City. Data processing was carried out electronically using the Statistical Package for Social Science (SPPS) computer program. version 25. Based on the results of data management using chi square, it was found that the Product variables (Sig 0.004), Place (Sig 0.006), Price (Sig 0.008), Physical Facilities (Sig <0.001), People (Sig <0.001), Process (Sig 0.009) had a significant effect on the purchasing decision variable. While the Promotion variable (Sig 0.182) did not have a significant effect on the purchasing decision variable.