Factors Influencing COVID-19 Medicine Purchasing Decision Behavior: A Case Study of Model Government Hospitals

Abstract

The objectives of this study were to study marketing factors influencing COVID-19 medicine purchasing decision behavior (Case study government hospitals). The sample group includes 400 people who have decision-making power to purchase pharmaceutical products in government hospitals. The instrument used in the study was the 5Ps marketing mix factors, namely Product, Price, Place, Promotion, and People and Conjoint Analysis Method. According to the study's findings, the marketing factor that has the greatest effect on decision-making behavior in purchasing medical supplies to treat COVID-19 is Product factor at 35.04%, followed by the Place factor at 17.95%, the People factor at 17.59%, the Price factor at 15.70%, and the Promotion factor at 13.27%, respectively.