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All Journal Jurnal Medika Malahayati JURNAL MANAJEMEN
Nurrahim, Firman
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Biochemistry, Genetics & Molecular Biology Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Health Professions Immunology & microbiology Medicine & Pharmacology Public Health

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Journal : JURNAL MANAJEMEN

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Marketing Strategy Based on Physical Evidence at Singaraja Army Hospital Nurrahim, Firman; Syaodih, Erliany; Veranita, Mira
JPIM (Jurnal Penelitian Ilmu Manajemen) Vol 9 No 3 (2024): JPIM (JURNAL PENELITIAN ILMU MANAJEMEN)
Publisher : Universitas Islam Lamongan

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Abstract

Hospitals as healthcare providers have now shifted towards a profit-oriented approach. The wide variety of services offered by hospitals to patients makes patients more selective in choosing products from providers that meet their needs and expectations. In marketing strategy, there are many efforts, one of which is through physical evidence. This study aims to analyze the marketing strategy based on physical evidence at Tk. IV Singaraja Hospital. This research uses a qualitative method. Research informants were selected using purposive sampling techniques, with the main informants consisting of the hospital director, head of the marketing unit, head of the outpatient unit, and head of the inpatient unit, as well as 10 patients for triangulation. Data collection was carried out through observation, questionnaires, interviews, and document analysis. The research findings revealed that the hospital's exterior facility still uses old buildings, the interior facility has well-maintained interior design, and the other tangible elements, such as pamphlets, brochures, and staff uniforms, are already provided by the hospital. Keywords: Marketing Strategy, Physical Evidence.
Co-Authors Arini, Virginnita Whindi Diana Soesilo, Diana Erliany Syaodih Fitricia, Ria Ira Amelia Veranita, Mira Wahyu Setiani, Muhammad Yuniarta, Alfian