Analysis of the Effect of Marketing Mix 9p on Revisit Interest of Outpatient Patients at Metta Medika Hospital in Padangsidimpuan City

Rizkitha Martono Putri, A Rohendi, Achmad Dheni Suwardhani

Abstract


Hospital marketing is carried out to fulfill patient needs and desires and generate profits for the hospital. A good marketing strategy requires a marketing mix method to achieve health service goals. The marketing mix is a hospital's main business closely related to patient behavior in utilizing services. The intention to revisit is influenced by patient perceptions of the marketing mix. This study aims to analyze the effect of the 9P marketing mix on the intention to revisit outpatients at Metta Medika Hospital, Padangsidimpuan City. The study uses quantitative methods with a sample of 340 outpatients selected using incidental sampling. Data collection uses questionnaires with a Likert scale. Data processing uses the Classical Assumption Test and multiple linear regression analysis with Statistical Package For The Social Science (SPSS). Partial research results show that process (p=0.029), physical evidence (p=0.000), people (p=0.007), and public relations (p=0.000) variables significantly influence revisit intentions. Meanwhile, product, price, place, promotion, and power variables do not have a significant effect. Simultaneously, all 9P marketing mix variables have a significant effect (F=28.814; p=0.000) with an R Square value of 0.440, indicating 44% of the variation in revisit intention can be explained by the 9P marketing mix variables.

Keywords


Marketing Mix 9Ps; Return Visit Interest; Outpatients; Hospitals.

Full Text:

PDF

References


R. Utami, D. Arif, and S. Hendrilie, "Analisis Pelayanan Rawat Jalan Terhadap Kepuasan Pasien di Rumah Sakit," Jurnal Manajemen Kesehatan Indonesia, vol. 7, no. 2, pp. 120-128, 2019.

M. Rofik, "Strategi Pemasaran Rumah Sakit di Era Persaingan Global," Jurnal Administrasi Kesehatan Indonesia, vol. 6, no. 1, pp. 45-52, 2018.

S. Hendrilie, R. Citra, and D. Pasien, "Implementasi Marketing Mix dalam Pelayanan Kesehatan," Jurnal Kesehatan Masyarakat, vol. 15, no. 3, pp. 201-210, 2024.

A. Kamalia, N. A. Fitriana, and H. Nurul, "Bauran Pemasaran dalam Pelayanan Kesehatan: Perspektif Marketing Mix 9P," Jurnal Pemasaran Kesehatan, vol. 12, no. 4, pp. 145-158, 2019.

A. Reinissa and I. Shalamah, "Minat Kunjungan Ulang dan Kepuasan Pasien: Studi Perilaku Konsumen Kesehatan," Indonesian Journal of Consumer Behavior, vol. 5, no. 2, pp. 78-85, 2017.

H. Hapsa, "Loyalitas Pelanggan dalam Industri Jasa Kesehatan," Jurnal Manajemen Pemasaran, vol. 14, no. 3, pp. 234-245, 2020.

R. Indraswati, "Pengaruh Bauran Pemasaran Terhadap Minat Kembali Pasien Rawat Jalan di RSUD Labuang Baji," Jurnal Kesehatan, vol. 10, no. 2, pp. 89-98, 2022.

D. Sary, "Analisis Faktor Yang Mempengaruhi Kunjungan Ulang Pasien Rawat Jalan," Indonesian Journal of Health Management, vol. 11, no. 1, pp. 45-56, 2023.

A. Wijaya and R. Adriansyah, "Implementasi Marketing Mix 9P pada Rumah Sakit Islam Jemursari Surabaya," Jurnal Ekonomi Kesehatan Indonesia, vol. 5, no. 1, pp. 12-24, 2020.

F. Mokoagow, R. Indraswati, and D. Sary, "Pengaruh Marketing Mix 9P Terhadap Minat Kunjungan Ulang Pasien Rawat Jalan di Klinik Syamsinar Maros," Journal of Health Management, vol. 11, no. 4, pp. 345-356, 2023.

K. Abdullah, M. Jannah, U. Aiman, S. Hasda, Z. Fadilla, Taqwin, Masita, K. N. Ardiawan, and M. E. Sari, Metodologi Penelitian Kuantitatif. Aceh: Yayasan Penerbit Muhammad Zaini, 2022.

I. Machali, Metode Penelitian Kuantitatif: Panduan Praktis Penelitian Bisnis dan Manajemen. Yogyakarta: Pustaka Pelajar, 2021.

Sugiyono, Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta, 2016.

R. Pasien, O. Octavianti, and N. Rawat, "Gender Differences in Healthcare Utilization Patterns," Journal of Health Behavior, vol. 8, no. 3, pp. 156-165, 2024.

F. Agustinah, "Validitas dan Reliabilitas dalam Penelitian Kuantitatif," in Manajemen Pemasaran Perspektif Digital Marketing, Jakarta: Penerbit Unitomo, 2021, pp. 67-82.

W. R. Ritonga, Manajemen Pemasaran Jasa Kesehatan. Jakarta: Salemba Medika, 2015.

J. F. Hair, W. C. Black, B. J. Babin, and R. E. Anderson, Multivariate Data Analysis, 8th ed. London: Cengage Learning, 2019.

I. Ghozali, Aplikasi Analisis Multivariate dengan Program IBM SPSS 25. Semarang: Badan Penerbit Universitas Diponegoro, 2018.

R. Prianugraha, O. Octavianti, and C. Citra, "Analisis Marketing Mix 7P Terhadap Minat Kunjungan Ulang Pasien di Klinik Khasanah Medika dan Baitul Syifa," Indonesian Journal of Health Administration, vol. 12, no. 2, pp. 156-168, 2024.

N. A. Fitriana, O. Octavianti, and R. Rawat, "Pengaruh Persepsi Bauran Pemasaran Terhadap Minat Kunjungan Ulang Pasien di Poli Gigi RSUD dr. La Palaloi," Jurnal Kesehatan Masyarakat, vol. 18, no. 2, pp. 123-135, 2024.

Demak, "Pengaruh Marketing Mix Terhadap Minat Berkunjung Kembali Pasien Rawat Inap BPJS Kesehatan di Klinik PKU Muhammadiyah H Mahmud Pemalang," Jurnal Manajemen Rumah Sakit, vol. 13, no. 1, pp. 78-92, 2025.

Negsig, Rawat, and Kabupaten, "Analisis Faktor Yang Mempengaruhi Minat Kunjungan Ulang Pasien Rawat Jalan Di Poliklinik Saraf RSUD Kabupaten Empat Lawang," Journal of Hospital Management, vol. 14, no. 1, pp. 45-58, 2024.

P. Kotler and K. L. Keller, Marketing Management, 15th ed. London: Pearson Education, 2016.

C. Lovelock and J. Wirtz, Services Marketing: People, Technology, Strategy, 8th ed. Singapore: World Scientific, 2020.

P. Kotler and G. Armstrong, Principles of Marketing, 18th ed. London: Pearson Education, 2018.

V. A. Zeithaml, M. J. Bitner, and D. D. Gremler, Services Marketing: Integrating Customer Focus Across the Firm, 7th ed. New York: McGraw-Hill Education, 2018.




DOI: http://dx.doi.org/10.58258/rehat.v7i1.10332

Refbacks

  • There are currently no refbacks.


Creative Commons License
Research of Service Administration Health and Sains Healthys (P-ISSN: 2830-474; E-ISSN: 2830-4772) is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Jurnal ini diterbitkan oleh Lembaga Penelitian dan Pendidikan (LPP) Mandala.

Alamat: Jl. Lingkar Selatan, Perum Elit kota Mataram Asri Blok O. No. 35, Jempong Baru, Sekarbela, Kota Mataram NTB. Indonesia