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Kamalin, Fajriatul
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Humanities Health Professions Medicine & Pharmacology Public Health Social Sciences

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Pengaruh Persepsi Bauran Pemasaran Terhadap Loyalitas Pasien Poliklinik (Non-JKN) Di Rumah Sakit Adi Husada Kapasari Kamalin, Fajriatul; Mamesah, Marline Merke; Wijaya, Hermanto; Setiawan, Liman
Journal of Health Management Research Vol 3 No 2 (2024): Journal of Health Management Research
Publisher : Bagian Penelitian & Pengabdian Masyarakat STIKES Adi Husada

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37036/jhmr.v3i2.565

Abstract

Background: 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. Aims: The objective of this research was to determine the influence of perceptions about the marketing mix on the loyalty of outpatients (Non-JKN) at Adi Husada Kapasari Hospital, Surabaya. Methods: This research uses quantitative methods with a cross-sectional research design. A sample of 30 respondents. Results: 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. Conclusion: 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.
Co-Authors Mamesah, Marline Merke Setiawan, Liman Wijaya, Hermanto