Hubungan Bauran Pemasaran (Marketing Mix) 7P (Product, Price, Promotion, Place, Process, People, Dan Physical Evidence) Dengan Loyalitas Pasien Di Unit Rawat Jalan Rumah Sakit St. Carolus Summarecon Serpong Tahun 2021.
DOI:
https://doi.org/10.30872/jkmm.v5i1.10454Keywords:
Bauran Pemasaran (Marketing Mix), 7P (Product, Price, Promotion, Place, Process, People, dan Physical Evidence), Loyalitas PasienAbstract
Pendahuluan: Loyalitas pasien merupakan kesediaan pasien/pelanggan untuk secara terus menerus menggunakan jasa pada penyedia jasa. Faktor-faktor yang mempengaruhi loyalitas ialah bauran pemasaran (Marketing mix 7P). Penelitian ini bertujuan untuk mengetahui hubungan bauran pemasaran (marketing mix) 7P (product, price, promotion, place, process, people, dan physical evidence) dengan loyalitas pasien unit rawat jalan di RS St. Carolus Summarecon Serpong Tahun 2021. Metode: Desain penelitian cross sectional dengan besar sampel 371 responden. Teknik pengambilan sampel dengan menggunakan teknik systematic random sampling dan menggunakan uji Chi-square. Data sekunder didapatkan dari rekam medis rumah sakit. Hasil: Hasil univariat menunjukan proporsi tertinggi pasien loyal 261 (79,4%), proporsi tertinggi marketing mix 7P baik 221 (59,6%), proporsi tertinggi product lengkap 255 (68,7%), proporsi tertinggi price terjangkau 236 (63,6%), proporsi tertinggi promotion mudah didapat 229 (61,7%), proporsi tertinggi place mudah dijangkau 266 (71,7%), proporsi tertinggi process sesuai standar 265 (71,4%), proporsi tertinggi people baik 265 (71,4%), dan proporsi tertinggi pysical evidance baik 305 dengan (82,2%). Hasil bivariat menunjukan terdapat hubungan antara marketing mix 7P dengan loyalitas pasien nilai PR = 2,48, terdapat hubungan antara product dengan loyalitas pasien nilai PR = 5,35, price dengan loyalitas pasien nilai PR= 2,94 , promotion dengan loyalitas pasien nilai PR = 2,32, place dengan loyalitas pasien nilai PR = 4,80, process dengan loyalitas pasien nilai PR = 3,61, people dengan loyalitas pasien nilai PR = 2,68 , Pysical Evidance dengan loyalitas pasien nilai PR = 4,97. Kesimpulan dan saran: Terdapat hubungan antara marketing mix 7P, product, price, promotion, place, process, people dan pysical evidance dengan loyalitas pasien di unit rawat jalan rumah sakit St. carolus summarecon serpong tahun 2021. Diharapkan kepada managemen rumah sakit untuk menambah produk unggulan, dan menambah lahan parkir demi menunjang kenyamanan pasein dalam mendapatkan pelayanan.
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