Competition between pharmaceutical
companies and physicians' need for efficacious drugs to
respond effectively to changing disease and patient needs
has increased the need to identify factors that influence
prescribing decisions. This paper aims to examine the
effect of the marketing mix on physician satisfaction,
which has implications for defining decisions. Factors that
affect satisfaction (product quality, price following the
benefits obtained, sales promotion, and drug availability).
Physician satisfaction factors (drug performance and
acceptable expectations) influenced prescribing decisions
(intrinsic and extrinsic). A research model is proposed to
examine the effect of marketing mix factors on physician
satisfaction with implications for prescribing decisions
using a structural equation modeling approach. The
research population is doctors in the Greater Jakarta
area, and the sample is doctors aged between 25 to 60
years. The number of samples is 130. The sampling
technique used was purposive sampling. The results show
that the product does not have a significant effect on the
Doctor's Satisfaction variable. It shows that the Doctor's
expectations of the desired drug are influenced by other
aspects such as price, promotion, and drug availability.
Price, Promotion, and Distribution variables have a
significant effect on the Doctor's Satisfaction variable.
The Doctor's Satisfaction variable has a significant impact
on the decision to write a prescription variable.
Keywords : Marketing Mix; Doctor’s Satisfaction; Prescribing Decisions.