<![CDATA[This research aims to analyze the relationship between the 7P service marketing mix and service purchasing decisions at Sultan Fatah Regional Hospital, Demak. This research was conducted using a quantitative method with a Cross-Sectional Study approach. The statistical results show that the 7P marketing mix for each product element (p=0.008), price (p=0.000), place (p=0.011), promotion (p=0.028), people (p=0.017), process (p =0.021), physical evidence (p=0.007). In conclusion, the service marketing mix significantly positively impacts service purchasing decisions at Sultan Fatah Regional Hospital, Demak. Keywords: Services Marketing Mix, 7P Marketing Mix, Purchasing Decisions]]>
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