Research Paper
Year: 2020 | Month: December | Volume: 7 | Issue: 12 | Pages: 66-74
Analysis of the Influence of Marketing Mix Strategy on Patient Satisfaction in Bhayangkara Hospital TK II Medan 2020
Annisa Maicie Kurniasih1, Ermi Girsang2, Sri Lestari Ramadhani Nasution3, Adrian Khu4
1Postgraduate Students Department Magister of Public Health, Faculty of Medicines at University Prima Indonesia
2,3Postgraduate Lecturer Department Magister of Public Health, Faculty of Medicines at University Prima Indonesia
4Postgraduate Lecturer Department of Orthopaedic and Traumatology, Faculty of Medicine, University Prima Indonesia
Corresponding Author: Ermi Girsang
ABSTRACT
Hospital health services are currently growing rapidly. In response to these changes, Hospitals are required to undertake optimal strategies to compete and to become an adaptive hospital. The purpose of this study was to analyze the effect of marketing mix strategies toward the patients satisfaction at Bhayangkara Hospital TK II Medan. The samples of this study were 49 inpatients of Bhayangkara Hospital TK II Medan in January 2020.This type of research design is a type of quantitative analytical research with cross sectional method. Based on the research findings at Bhayangkara Hospital TK II Medan, it was found that there were seven effects towards the patients satisfaction with different p-value; a product effect with 0.291 <0.05 p-value, a price effect with 0.139 <0.05 p-value, a place effect with 0.747 <0.05 p-value, an influence of people with 0.768 <0.05 p-value, a physical evidence effect with 0.024 <0.05 p-value, a process effect with 0.018 <0.05 p-value, and a promotion effect with 0.576 <0.05 p-value. The most dominant variable in this study was the X6 variable. That is a process effect. Furthermore, it is suggested that the hospital can use this research findings as the positive input and the consideration for the further efforts to improve the hospital health services. It is also expected that these findings could share an input for the hospital and medical service units in order to increase in patients satisfaction at Bhayangkara Hospital TK II Medan.
Keywords: Mix Marketing, Marketing Strategy, Patients Satisfaction.
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