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Muhammad Ferdi Juliantama
Student of Magister Management at Parahyangan Catholic University
Economics, Econometrics & Finance

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MARKETING MIX EFFECTS ON INPATIENT LOYALTY THROUGH PATIENT SATISFACTION Muhammad Ferdi Juliantama; Maria Widyarini; Yustina Maria Sri Sukma Heryani
Jurnal Administrasi Bisnis Vol. 21 No. 2 (2025)
Publisher : Business Administration Department - Universitas Katolik Parahyangan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26593/jab.v21i2.9809.98-118

Abstract

This study explores the influence of the marketing mix strategy (7Ps) on patient loyalty with patient satisfaction as a moderating variable. This study goal is to understand how strategic marketing activities within a hospital influence long-term patient engagement, trust, and retention. This study was conducted as a case study in a private hospital in Jambi City, Indonesia. Using a mixed-method approach, data were collected from inpatients admitted to the private hospital through structured questionnaires (n=374), in-depth interviews, and focus group discussions. Quantitative analysis was conducted using SmartPLS-SEM and qualitative analysis provided inpatient perspectives and hospital service experiences that would otherwise be missed in statistical findings. This study findings showed that six out of seven marketing mix dimensions significantly influenced patient loyalty. People and Process showed as the most dominant dimensions, while Promotion showed no significant effect. Even though Patient Satisfaction is an important aspect of hospital services, it did not moderate the relationship between marketing mix strategy and loyalty. This study suggests integrated marketing and operational strategies that are more than just promotional outreach strategies to build a sustainable, trust-based patient relationship in a competitive hospital industry.
Co-Authors Maria Widyarini Yustina Maria Sri Sukma Heryani