<![CDATA[Patient loyalty is an important indicator in assessing the success of hospital services. One of the factors presumed to influence patient loyalty is the implementation of the 7P marketing mix, which consists of product, price, place, promotion, people, process, and physical evidence. Based on a preliminary survey conducted at Ibnu Sina Islamic Hospital Padang, several service-related issues were identified, including suboptimal supporting medical services and complaints regarding staff friendliness, which may affect patient loyalty. This study aimed to determine the relationship between the 7P marketing mix and the loyalty of general and BPJS outpatients at Ibnu Sina Islamic Hospital Padang in 2026. This study employed a quantitative method with a cross-sectional design. The study population consisted of 103,922 outpatients. The sample included 35 general patients and 100 BPJS patients, selected using a purposive sampling technique. Data were collected using a structured questionnaire and analyzed through univariate and bivariate analyses using the Chi-square test with a 95% confidence level (α = 0.05). The results showed that 57.1% of general patients perceived the marketing mix as good, while 68.6% were categorized as loyal. Among BPJS patients, 53.0% rated the marketing mix as good, and 61.0% were categorized as loyal. Statistical analysis revealed a significant relationship between the 7P marketing mix and the loyalty of both general and BPJS outpatients, with a p-value of 0.001 (<0.05). It can be concluded that the better the implementation of the 7P marketing mix, the higher the level of patient loyalty toward the hospital.]]>
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