Factors Influencing Consumer Decisions in Choosing Circumcision Service Providers in Malang City: The 7Ps Marketing Mix Approach
DOI:
https://doi.org/10.59188/eduvest.v5i12.51979Keywords:
consumer decisions, circumcision, marketing mix, healthcare services, service qualityAbstract
The circumcision service industry in Malang City has grown rapidly, with a 46.84% increase in clinics over five years, intensifying competition among providers. Consumer decision-making in elective healthcare services such as circumcision involves factors beyond medical considerations. This study examines the factors influencing consumer choices of circumcision clinics using the 7Ps marketing mix framework. A quantitative approach was employed, distributing questionnaires to 195 parents who used circumcision services for children under 12 during 2023–2024 in Malang. Using purposive sampling, the data were analyzed through Partial Least Squares–Structural Equation Modeling (PLS-SEM) to assess construct validity and variable relationships. Results show that only four marketing mix elements significantly influenced decisions: price, process, product, and people. Meanwhile, place, promotion, and physical evidence were not significant. This suggests consumers prioritize fair pricing, service quality, efficient procedures, and professional staff over clinic location, advertising, or interior design. The study’s novelty lies in focusing specifically on specialized circumcision clinics within Malang City, a category previously understudied despite its economic relevance. Limitations include a narrow geographic focus and a quantitative design, which may overlook emotional or subjective factors. Future research should expand geographically and incorporate qualitative or mixed methods for deeper insight into consumer motivations.
References
Bangun, D., & Berutu, L. (2020). Circumcision tradition (Reconstruction of knowledge from circumcision practice in non-Muslim men in Medan). Indonesian Journal of Medical Anthropology, 1(1), 1–4. https://doi.org/10.32734/ijma.v1i1.4545
Brook, I. (2016). Infectious complications of circumcision and their prevention. European Urology Focus. https://doi.org/10.1016/j.euf.2016.01.013
Chatterjee, S., & Kulkarni, P. (2021). Healthcare consumer behaviour: The impact of digital transformation of healthcare on consumer. Cardiometry, 20, 135–144. https://doi.org/10.18137/cardiometry.2021.20.134143
Cordina, J., & Greenberg, S. (2020). Consumer decision making in healthcare: The role of information transparency. McKinsey & Company. https://www.mckinsey.com/industries/healthcare/our-insights/consumer-decision-making-in-healthcare-the-role-of-information-transparency#/
Cynthia, D., Hermawan, H., & Izzudin, A. (2022). Terhadap keputusan pembelian konsumen. Jurnal Manajemen Sumber Daya Manusia, Administrasi dan Pelayanan Publik, IX(1).
Diomande, M. N. (2019). The perceived role of community health workers (CHW) in voluntary medical male circumcision (VMMC) demand creation.
Eisenberg, M. L., Galusha, D., Kennedy, W. A., & Cullen, M. R. (2018). The relationship between neonatal circumcision, urinary tract infection, and health. The World Journal of Men’s Health, 36(3), 176–182. https://doi.org/10.5534/wjmh.180006
Ensor, S., Davies, B., Rai, T., & Ward, H. (2019). The effectiveness of demand creation interventions for voluntary male medical circumcision for HIV prevention in sub-Saharan Africa: A mixed methods systematic review. Journal of the International AIDS Society. https://doi.org/10.1002/jia2.25299
Ghabban, M. (2025). The impact of marketing mix (7Ps) on customer satisfaction in the healthcare sector: A study of demographic and professional correlations. International Journal of Healthcare Information Systems and Informatics, 20(1), 1–30. https://doi.org/10.4018/IJHISI.369155
Gomez, A., Loar, R., & Kramer, A. (2018). The impact of market segmentation and social marketing on uptake of preventive programmes: The example of voluntary medical male circumcision. Gates Open Research. https://doi.org/10.12688/gatesopenres.12888.1
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135. https://doi.org/10.1007/s11747-014-0403-8
Kwok, L., Tang, Y., & Yu, B. (2020). The 7 Ps marketing mix of home-sharing services: Mining travelers’ online reviews on Airbnb. International Journal of Hospitality Management, 90, Article 102616. https://doi.org/10.1016/j.ijhm.2020.102616
Lawal, T. A., & Olapade-Olaopa, E. O. (2017). Circumcision and its effects in Africa. Translational Andrology and Urology, 6(2), 149–157. https://doi.org/10.21037/tau.2016.12.02
Morris, B. J., Wamai, R. G., Henebeng, E. B., Tobian, A. A. R., Klausner, J. D., Banerjee, J., & Hankins, C. A. (2016). Estimation of country-specific and global prevalence of male circumcision. Population Health Metrics, 14, 1–13. https://doi.org/10.1186/s12963-016-0073-5
Naamati-Schneider, L. (2024). Strategic changes and challenges of private dental clinics and practitioners in Israel: Adapting to a competitive environment. Israel Journal of Health Policy Research. https://doi.org/10.1186/s13584-024-00645-5
Nengsih, S., Bachri, N., Edyansyah, T., & Asbar, Y. (2024). Analysis of the influence of the 7P marketing mix on consumer loyalty shipping services company. Jurnal Ilmiah Manajemen dan Bisnis, 10(1), 138. https://doi.org/10.22441/jimb.v10i1.20008
Ravangard, R., Khodadad, A., & Bastani, P. (2020). How marketing mix (7Ps) affects patients’ selection of a hospital: Experience of a low-income country. Journal of the Egyptian Public Health Association, 95(1). https://doi.org/10.1186/s42506-020-00052-z
Ruliyandari, R., & Hazerika, N. (2023). Determinat factors influenced consumer’s decision: A study in a regional public hospital. International Journal of Public Health Science, 12(3), 1048–1055. https://doi.org/10.11591/ijphs.v12i3.22813
Salim, M. (2017). Factors influencing patients’ decision in selecting Rumah Sakit Umum Daerah (Regional Public Health) Bengkulu City. The International Journal of Accounting and Business Society, 25(2), 41–51. https://doi.org/10.21776/ub.ijabs.2017.25.2.04
Tchuenche, J. M., Palmer, E., Haté, V., Thambinayagam, A., Loykissoonlal, D., Njeuhmeli, E., & Forsythe, S. (2016). The cost of voluntary medical male circumcision in South Africa. PLOS ONE, 11(10). https://doi.org/10.1371/journal.pone.0160207
Widjajanto, P. H., Wibowo, A., Saputro, I. O., Budiono, N., Hadi, N., Tusino, A., & Sutowo, D. W. (2024). Circumcision in subjects with hemophilia: The Yogyakarta Method. Paediatrica Indonesiana, 64(3), 244–249. https://doi.org/10.14238/pi64.3.2024.244-9
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Yunus Hani Dewanta, Metta Padmalia, Elia Ardyan
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
