Research


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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