THE ANALYSIS OF PURCHASE INTENTION TOWARDS CUSTOMER DECISION IN DENTAL CLINIC

• Main Author: Hanyfah Hurum'In Jannati, Siti
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/67731
• Institution: Institut Teknologi Bandung

Dental service has become the most important role in the marketing strategy of a clinic. The desire of the community in caring for dental and oral health in the city of Bandung is still relatively low. Comfort Smile plans to open a dental clinic in Bandung, but they do not know about a market survey regarding the condition of customers in Bandung. Comfort smile also does not know what type of dental clinic customers will choose in Bandung and what attributes can influence customers to choose a dental clinic in Bandung. Since the desire of the community in caring for dental and oral health in the city of Bandung is still relatively low and the number of dentists will be a problem in terms of practice competition for dentist in Bandung. The low desire of the public to visit the dental clinic is triggered by the number of dental clinics that do not match the attributes desired by the patient. With the high competition of dental clinics in Bandung, to be able to compete with other dental clinics, the author suggests implementing the 7Ps strategy. The marketing mix is a collection of marketing instruments used by a firm to carry out a marketing plan in order to elicit a favourable reaction from the target market. Therefore, Comfort Smile are expected to be able to implement the right marketing strategy in the face of intense competition. Therefore, this study aims to to examine what expectations consumers have of the dental clinic they will visit in Bandung also this study aims to clarify the important factors that consumers consider in the intention and decision in choosing a dental clinic in Bandung. This study will use a mixed method approach by carrying out a survey as the method for the quantitative data collection and interview as the method for the qualitative data collection. The target respondent will be addressed to people aged 18-44 years who live in Bandung. From the results of research conducted by the author, the most dominant factor that can influence customers to have the intention and decision to visit a dental clinic is the people factor. Customers have the intention and decision to go to a dental clinic in Bandung, predominantly based on the doctors, nurses, and staff at the dental clinic. This research also provides several recommendations to increase purchase intention and purchase decision for the dental clinic in Bandung.