Abstract
This study aims to analyze the relationship between the 7P service marketing mix and the decision to purchase services at Sultan Fatah General 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)—significant positive effect on purchasing services at the Sultan Fatah General Hospital, Demak. In conclusion, there is a substantial relationship between the service marketing mix and the decision to buy services in the inpatient room of the Sultan Fatah General Hospital, Demak.
 Keywords: Service Marketing Mix, 7P Marketing Mix, Purchase Decision, Hospital, Hospital Value
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