Pengaruh Bauran Pemasaran terhadap Loyalitas Pasien Rawat Jalan di Rumah Sakit Universitas Hasanuddin Makassar 2013

Abstract

Despite an increase in the number of visits, but still found some problems that occur in the hospital outpatient Unhas installation, as there are still a few examination that can not be done in RS Unhas (product marketing mix) and delay until the patient status at each clinic services so sometimes for patients treated late (marketing mix process). This study aimed to analyze the effect of marketing mix consists of product, price, promotion, place, process, people, and physical facility of the loyalty of patients in outpatient services utilization in hospital Unhas Makassar. The research was conductedd at the Hospital Outpatient Unhas. This research is quantitative survey form with a cross sectional study. Total population is 482 patients which is the average number of patients during the year 2012, with a sample of 83 respondents. Data were collected by using a questionnaire. Data were analyzed with chi square and logistic regression at α=0.05 level. The results based on bivariate logistic regression showed the influence of the marketing mix are product on the loyalty of patients (p = 0.005, Exp.B = 9.714), price on loyalty of patients (p=0.001, Exp.B=14,167), place on loyalty of patients (p = 0.000, Exp.B = 14:00), and process on loyalty of patient (p=0.001, Exp.B = 12,103) and is based on the results of multiple logistic regression analysis showed that the process (Ï=0.005, Exp (B )= 51 384) is the most influential variable on loyalty Hospital outpatient Unhas and Overall Percentage value of 94% which means that as a whole all models of these variables may affect patient loyalty by 94%. So it can be concluded that the marketing mix (product, price, place, process) has an influence on patient loyalty at Hasanuddin University Makassar Hospital.Keywords: Marketing Mix, Patient Loyalty,Outpatien