<![CDATA[Increasing competition among hospitals requires the implementation of an effective marketing mix to enhance service utilization. This study aimed to analyze the influence of the marketing mix on inpatient service utilization behavior at Arafah Islamic Hospital, Rembang. A quantitative approach with a cross-sectional design was employed. The study population consisted of 1,073 inpatients. A sample of 292 respondents was determined using the Slovin formula and selected through convenience sampling. Data were analyzed using univariate, bivariate, and multivariate analyses. The univariate analysis showed that 61.3% of the respondents demonstrated poor inpatient service utilization behavior. Bivariate analysis showed that all components of the marketing mix were significantly associated with inpatient service utilization behavior (p < 0.05; p = 0.0001). Multivariate analysis indicated that product (p = 0.000), price (p = 0.002), promotion (p = 0.007), people (p = 0.008), process (p = 0.003), and physical evidence (p = 0.003) had a significant influence on inpatient service utilization behavior (p < 0.05), whereas place was not significantly associated with the outcome (p = 0.061). Product was the most influential factor, with an odds ratio of 3.971, followed by price (2.502), process (2.438), physical evidence (2.370), promotion (2.249), and people (2.203). Overall, the marketing mix explained 44.2% of the variation in inpatient service utilization behavior. In conclusion, the marketing mix collectively influenced inpatient service utilization behavior, with the exception of the place variable.]]>
Copyrights © 2026
