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All Journal Jurnal Kesehatan Tambusai Metta : Jurnal Ilmu Multidisiplin ProBisnis : Jurnal Manajemen Research of Service Administration Health and Sains Healthys Journal of Artificial Intelligence and Digital Business Indonesian Research Journal on Education VISA: Journal of Vision and Ideas J-CEKI PESHUM
Suwardhani, Achmad Dheni
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Analysis of the Effect of Marketing Mix 9p on Revisit Interest of Outpatient Patients at Metta Medika Hospital in Padangsidimpuan City Putri, Rizkitha Martono; Rohendi, A; Suwardhani, Achmad Dheni
Research of Service Administration Health and Sains Healthys Vol 7, No 1 (2026): Research of Service Administration Health and Sains Healthys (Maret)
Publisher : Lembaga Penelitian dan Pendidikan (LPP) Mandala

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58258/rehat.v7i1.10332

Abstract

Hospital marketing is carried out to fulfill patient needs and desires and generate profits for the hospital. A good marketing strategy requires a marketing mix method to achieve health service goals. The marketing mix is a hospital's main business closely related to patient behavior in utilizing services. The intention to revisit is influenced by patient perceptions of the marketing mix. This study aims to analyze the effect of the 9P marketing mix on the intention to revisit outpatients at Metta Medika Hospital, Padangsidimpuan City. The study uses quantitative methods with a sample of 340 outpatients selected using incidental sampling. Data collection uses questionnaires with a Likert scale. Data processing uses the Classical Assumption Test and multiple linear regression analysis with Statistical Package For The Social Science (SPSS). Partial research results show that process (p=0.029), physical evidence (p=0.000), people (p=0.007), and public relations (p=0.000) variables significantly influence revisit intentions. Meanwhile, product, price, place, promotion, and power variables do not have a significant effect. Simultaneously, all 9P marketing mix variables have a significant effect (F=28.814; p=0.000) with an R Square value of 0.440, indicating 44% of the variation in revisit intention can be explained by the 9P marketing mix variables.
Pengaruh Persepsi Pasien tentang Pengembangan Diri, Etika, dan Penampilan Fisik Tenaga Kesehatan terhadap Minat Kunjung Ulang yang di Mediasi Brand Image Klinik Penelitian Kuantitatif di Klinik Mitra Tamzil Kabupaten Sukabumi Larasati, Larasati; Komara, Endang; Suwardhani, Achmad Dheni
VISA: Journal of Vision and Ideas Vol. 6 No. 1 (2026): Journal of Vision and Ideas (VISA)
Publisher : IAI Nasional Laa Roiba Bogor

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Abstract

This study aims to analyze the influence of self-development, ethics, and physical appearance of health workers on patient's intention to return to the Mitra Tamzil Clinic, with brand image as a mediating variable. The study used a quantitative method with a cross-sectional analytical observational design, involving 63 outpatients selected by random sampling. Data were collected through questionnaires, observations, documentation, and in-depth interviews, then analyzed using regression tests to examine the direct and indirect effects between variables. The results showed that self-development of health workers significantly influenced patient's intention to return both directly and through brand image. The indirect effect through brand image was greater than the direct effect (0.030 < 0.066), while the regression coefficient of self-development was 0.272 with a t-count of 2.245 > t-table of 2.030, and a contribution of 68.89%. Healthcare worker ethics also significantly influenced repeat visit intention, with the indirect effect through brand image being greater than the direct effect (0.101 < 0.224), with a regression coefficient of 0.139, a calculated t-value of 2.258, and a contribution of 29.05%. Healthcare workers' physical appearance significantly influenced both directly and indirectly through brand image (0.124 < 0.278), with a regression coefficient of 0.106, a calculated t-value of 2.740, and a contribution of 63.20%. Brand image directly significantly influenced repeat visit intention, with a regression coefficient of 0.272, a calculated t-value of 2.660, and a contribution of 61.93%. Overall, this study confirms that healthcare workers' self-development, ethics, and physical appearance significantly increase patient repeat visit intention, both through direct effects and through brand image as a mediating variable. These findings demonstrate the importance of improving human resource quality and clinic image in building patient loyalty and maintaining expectations of quality healthcare services.
Co-Authors Angio, Supandi T Arlette Suzy Puspa Pertiwi Bagenda, Wahyuddin Dahlia, Nahdhia Nila Devita, Welly Rahma Endang Komara Himawan, I Made Fajar Sutrisna Kusumawati, Aulia Dewi Larasati Larasati Larasati, Noviera Litaqia, Wulida Malintang, Jimmy Purwadhi Purwadhi Putri, Rizkitha Martono Rachmatullah, Fahmi Rian Andriani, Rian Rohendi, A Romadon, Sahri Sadikin, Wendy Sijabat, Dewi Rosenni Wardani, Vira Aulia Kusuma