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CONSUMER PROFILE ANALYSIS IN SELECTION OF HEALTH SERVICES THROUGH THE 7P MARKETING MIX
Lailatul Kodriyah*, Dedi Kurniawan
Introduction: Hospitals are a business entity, hospitals must also carry out good and sustainable management Management expertise in managing the social mission and business goals of the hospital is a challenge for the sustainability of the hospital itself. Therefore, hospital management must be able to apply good management principles to manage its business, one of which is in the marketing aspect. The marketing process is one of the most challenging things in hospital management activities. Hospitals must be able to formulate marketing mix appropriately. The purpose of this study is to determine the effect of analyzing consumer profiles in choosing health services through the 7P marketing mix. This type of research is quantitative research. The population in this study is all the people of Malang district, and the sampling technique uses purposive sampling technique. The formula for determining an infinite population sample can use the Hair Formula. The instrument used is a questionnaire. Data analysis using Kruskal wallis and mann whitney. Results of the analysis The results of the test results of the variable characteristics of the marketing mix for age, education and income through the Kruskal Wallis test showed that several components of the 7P marketing mix had significant differences by showing a p value (0.0000) while the variables gender, marital status and employment through the Mann Whitney test showed several There are significant differences in the 7P marketing mix components showing a p value (0.0000). It was concluded that based on the analysis using the Kruskal Wallis test, it was found that there were significantly different components as follows: There are significant differences in all components of the 7P marketing mix on age characteristics, There are significant differences in all components of the 7P marketing mix on educational characteristics, There are significant differences in the product, place, people and physical evidence components in the 7P marketing mix on income characteristics.Furthermore, based on the analysis with Mann Whitney, it was found that there were significantly different components as follows: There are significant differences in product components in the 7P marketing mix on gender characteristics, There are significant differences in the product and price components in the 7P marketing mix on the characteristics of marital status and There are significant differences in the place component of the 7P marketing mix on job characteristics.[Full Text Article]