Relationship Marketing Mix with Decision of Purchasing in Local Government Unit Health Laboratory of Mojokerto District

Abstract

The marketing mix strategy consists of products, prices, promotions, physical evidence, processes, people, and places that have a very important role, especially in conditions of increasingly sharp competition and the development of service demand. This study aimed to determine the relationship between the marketing mix and decision of purchasing Health Laboratory of Mojokerto District. This research is correlational analytic research. The population in this study was 3 respondents, taken as a sample with a simple random sampling technique as many as 33 respondents. The independent variables in this study are knowledge and attitudes, while the dependent variable in this study is the behavior of using masks. The data that has been collected is then processed through editing, coding, scoring, and data tabulation. Then analyzed using the Spearman rank test. Based on the results of the study, almost half of the respondents stated that the marketing mix was good with very high purchasing decisions (42.4%). The results of the Spearman Rank test obtained a probability value = 0.0000 <0.05 so that H1 is accepted, which means that there is a relationship between the marketing mix and purchasing decisions at the Health Laboratory of District Mojokerto. Finally, Service offerings (non-physical) will provide their uniqueness when compared to product offerings (physical). Although sometimes consumer purchasing decisions show the same results, service offerings require a different approach to consumers so that consumers want to use the services offered.