The Influence of The Extended Pharmaceutical Marketing Mix on Customer Satisfaction in Pharmacies Jember District

Rama Perkasa Rama; Candra Bumi; Khoiron

doi:10.36858/jkds.v13i2.818

Authors

Rama Perkasa Rama University of Jember
Candra Bumi Faculty of Public Health, University of Jember, Indonesia
Khoiron Faculty of Public Health, University of Jember, Indonesia

DOI:

https://doi.org/10.36858/jkds.v13i2.818

Keywords:

Extended Pharmaceutical Marketing Mix, Consumer Satisfaction, Pharmacy Services, Marketing Strategies

Abstract

Patient satisfaction is an important indicator of the quality of health care service including pharmaceutical services. Currently, patients are dissatisfied with prescription pharmaceutical service in pharmacies, so that marketing strategy efforts must confront to increase patient satisfaction. However, previous studies still used a general marketing mix (4P) concept there was no research related to the pharmaceutical industry about the development of marketing mix into 7P and there has been no study that discussed Influence between factors in 7P because previous studies only used the correlation observational design seeking for relationship between two or more variables. The current research was conducted to investigate the influence of Extended Pharmaceutical Marketing Mix (product, price, place, promotion, pharmacist, process and physical evidence) on customer satisfaction at pharmacies in Jember. The study has been a practical Developed Cross-sectional, realized in 9 pharmacies and through structured questionnaires answered by 405 consumers of it results were carried out a SPC PLS 4.0 analysis. Results indicated that the relationship between the dimensions of EPMix and Patient Satisfaction were positive and significant (T-Statistic > 1.96, P-value < 0.05). In addition, there were significant associations between some marketing mix factors (Product–price; Promotion–price; Professional personnel–service process and Service process-product). The drug price has the largest satisfaction impact (0.206 Coefficient, T-Statistic = 3.895, P-value = 0) and the environment had the smallest (0.122 Coefficient T-Statistic = 2.12 P-value = 0.034). Finally, the pharmaceutical marketing mix service quality and pricing could enhance patient satisfaction. Pharmacies are encouraged to increase their price transparency and to support the optimization of service processes, particularly involving patients and pharmacists to raise customer trust and loyalty.

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