The Analysis Of Purchase Intention Towards Customer Decision In Dental Clinic

Abstract

Dental service has become the most important role in the marketing strategy of a clinic. To be able to compete with the dental clinic, the researcher suggested implementing the 7Ps strategy. 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, what type of dental clinic customers will choose and what attributes can influence customers to choose a dental clinic in Bandung. Therefore, this study aims to determine which attributes most dominantly influence customers to have intentions at the dental clinic. The target respondent will be addressed to people aged 18-44 years who live in Bandung. This research will discuss consumer behaviors in terms of dentist patients to find out what influences customers to choose dental clinics. From the results of research conducted by the author, the most dominant factor is the people factor. This research also provides several recommendations to increase purchase intention and purchase decision for the dental clinic in Bandung.

Keywords: Dental clinic; 7ps Marketing Mix; Customer Intention; Customer Decision