PENGARUH PERSEPSI TENTANG MARKETING MIX (BAURAN PEMASARAN) TERHADAP LOYALITAS PASIEN RAWAT JALAN (NON-BPJS) DI RUMAH SAKIT ADI HUSADA KAPASARI SURABAYA
By FAJRIATUL KAMALIN | NIM: 2022001 |
Skripsi | S-1 Administrasi Rumah Sakit 2024
THE INFLUENCE OF PERCEPTIONS ABOUT THE MARKETING MIX
ON THE LOYALTY OF OUTPATIENT (NON-BPJS) AT ADI HUSADA
KAPASARI HOSPITAL, SURABAYA
Based on observations at Adi Husada Kapasari Hospital, it was recorded
that there was a decrease in the number of patient visits during the first quarter of
2024. This decrease is a concern for the hospital as it impacts various factors,
including a reduction in hospital income. Therefore, it is a priority for
management to investigate the cause and evaluate the marketing mix activities at
Adi Husada Kapasari Hospital, Surabaya.
This research uses quantitative methods with a cross-sectional research
design. A sample of 30 respondents was selected using Simple Random Sampling,
and a simple linear regression test was applied. The variables studied include
independent variables, namely perceptions of the marketing mix, and dependent
variables, namely patient loyalty.
The research results indicate that perceptions of the product (P-value
0.019), promotion (P-value 0.028), process (P-value 0.000), and physical evidence
(P-value 0.015) have an influence on patient loyalty. However, perceptions of
place (P-value 0.059), price (P-value 0.147), and people (P-value 0.147) do not
show a significant influence on patient loyalty.
Based on perceptions of the 7P marketing mix, there are differences in
the level of significance of the influence of various elements on patient loyalty.
Product, process, promotion, and physical evidence are found to have a very
significant impact on patient loyalty, while place, price, and people do not always
show a significant direct influence on patient loyalty behavior.
Keywords: Marketing Mix, Patient Loyalty, Perception.
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