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All Journal Jurnal Ilmiah Kesehatan
Najwa Shafa Maulidia Koswara
Universitas Trisakti
Health Professions Nursing Public Health

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The Relationship Between The 7P Marketing Mix Strategy And The Decision To Choose Outpatient Services At Hospital X In Bogor Regency Juni Chudri; Nabila Yudiantika Fitrianissa; Najwa Shafa Maulidia Koswara; Nisrina Maharani
Jurnal Ilmiah Kesehatan Vol 18 No 2 (2026): Jurnal Ilmiah Kesehatan
Publisher : Universitas Mohammad Husni Thamrin

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37012/jik.v18i2.3435

Abstract

The increasing competition among healthcare facilities requires the optimization of marketing strategies to influence patients’ decisions in selecting outpatient services. This study aims to analyze the relationship between the 7P marketing mix strategy and patients’ selection decisions. A quantitative approach with a cross-sectional analytical design was conducted in January 2025 at a private type C hospital in Cileungsi District, Bogor, involving 53 respondents selected through purposive sampling. Data were collected using a structured questionnaire and analyzed using univariate and bivariate methods with Fisher’s Exact Test. The results showed that most marketing mix elements were rated as poor and the majority of respondents had low selection decisions (77.4%). Bivariate analysis indicated that product (p=0.013), price (p=0.001), promotion (p=0.002), place (p=0.001), people (p=0.001), and process (p=0.001) were significantly associated with patient decisions, while physical evidence was not significant (p=0.226). It is concluded that patient decisions are more influenced by functional aspects and service experience. Therefore, optimization of the marketing mix, particularly product, price, promotion, people, and process, is recommended to improve patient decision-making in outpatient services.
Co-Authors Juni Chudri Nabila Yudiantika Fitrianissa Nisrina Maharani