DEVELOPMENT OF MARKETING STRATEGIES TO INCREASE PATIENTS' BUYING DECISIONS IN A FERTILITY CENTER

• Main Author: Puspaningrum, Aurelia
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/84005
• Institution: Institut Teknologi Bandung

Infertility is a significant global concern, affecting a substantial portion of the adult population. Infertility is defined as the inability of a married couple to achieve pregnancy after 12 months of regular unprotected intercourse, its prevalence is increasing worldwide. According to the World Health Organization's 2023 data, one in six adults experiences infertility, with notable variations across income brackets. Indonesia also faces this issue, affecting 10–15% of reproductive-age couples. This research examines the critical role of marketing strategies, specifically the 7Ps marketing mix (Product, Price, Place, Promotion, People, Physical Evidence, and Process), in influencing consumer buying decisions in fertility centers. The study aims to identify key factors that significantly impact patient choices and propose strategic improvements to enhance patient acquisition and retention. This research uses Partial Least Squares Structural Equation Modeling (PLS-SEM), to evaluate the relationship between marketing mix components and patient decisions. The findings highlight the importance of competitive pricing, effective promotion, high-quality staff, and efficient service processes in attracting patients. Additionally, it underscores the need for facility improvements, continuous service quality enhancement, and ensuring access to fertility centers. This study provides actionable insights for fertility centers to refine their marketing strategies