HUBUNGAN MARKETING MIX DENGAN LOYALITAS PASIEN RAWAT JALAN DI RSPI PROF DR SULIANTI SAROSO

Okky Octavianti; Sarah Geltri Harahap; Ludovikus; Tiara Zakiyah

doi:10.35328/kesmas.v13i2.2749

Authors

Okky Octavianti STIKes RS Husada, Jakarta, Indonesia
Sarah Geltri Harahap STIKes RS Husada, Jakarta, Indonesia
Ludovikus STIKes RS Husada, Jakarta, Indonesia
Tiara Zakiyah STIKes RS Husada, Jakarta, Indonesia

DOI:

https://doi.org/10.35328/kesmas.v13i2.2749

Keywords:

Marketing_Mix, Loyalty_Patient, Customer_Service, Hospital

Abstract

The increasing number of hospitals in Indonesia has intensified competition among them, particularly in the field of healthcare services. In this context, implementing a marketing strategy, specifically the main components of the marketing mix, becomes essential. Objective: to investigate the connection between RSPI Prof. Dr. Sulianti Saroso's outpatient loyalty and the marketing mix. Research Method: This study used a cross-sectional study design and a quantitative data-based methodology. Population: All outpatients were included in the population, and 100 respondents were chosen by selective sampling. Results: The parameters of product (p-value = 0.001), price (p-value = 0.040), place (p-value = 0.001), and promotion (p-value = 0.020) all showed a significant correlation. The dimensions of people (p-value = 1.000), process (p-value = 1.000), and physical evidence (p-value = 1.000) did not, however, show any significant relationships. Conclusion: Product, price, place, and promotion are the elements of the marketing mix that are related to outpatient loyalty. Nevertheless, no correlation was seen between the marketing mix and the aspects of people, process, and tangible proof.

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