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All Journal Journal of Ageing And Family
Sulistiyowati, Yeny
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Health Professions Medicine & Pharmacology Neuroscience Nursing Public Health

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Marketing Strategy Analysis Of Health Services For Bpjs Participants At Aliyah 2 Hospital Kendari City Nurdin, Ishmah Farah Adiba; Sulistiyowati, Yeny; Aminingsih, Purwanti; Agustin, Dinni
Journal of Ageing And Family Vol 4, No 2 (2024): Journal of Ageing And Family
Publisher : Lembaga Penelitian dan Pengabdian Masyarakat (LPPM Universitas Respati Indonesia)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52643/joaf.v4i2.6872

Abstract

Background: Aliyah 2 Hospital in Kendari City faces challenges in improving BPJS services amidst competition, so marketing strategies are key to improving service quality, patient satisfaction, and competitiveness. Objective: This study aims to analyze the marketing strategies implemented by Aliyah 2 Hospital in improving health services for BPJS participants, and to identify factors that influence its success. Method: This study uses a mixed-method with quantitative data from BPJS patient questionnaires and qualitative data from interviews with management and marketing staff. The analysis was conducted using SPSS 26 through validity, reliability, and multiple linear regression tests. Results: Marketing strategies such as social media, service promotion, and improving service quality have a positive impact on BPJS patient satisfaction and visits, although they are still constrained by budget, experts, and service convenience. Conclusion: The conclusion of this study is that an effective marketing strategy can improve the hospital's competitiveness in providing services to BPJS participants. Recommendations provided include improving digital marketing strategies, optimizing technology-based services, and strengthening relationships with patients through the Customer Relationship Management (CRM) program. Keywords: Marketing strategy, health services, BPJS, patient satisfaction, hospital.
Co-Authors Agustin, Dinni Aminingsih, Purwanti Nurdin, Ishmah Farah Adiba