Bauran pemasaran jasa (7P) terhadap keputusan pasien dalam memilih layanan di Rumah Sakit: Literature review
Abstract
Background: The success of a service organization such as a hospital requires a marketing strategy. Hospitals need to prepare coordination for the performance of health services so that they can meet the needs and expectations of patients.
Purpose: To determine the influence of the marketing mix on patient decisions in choosing services at the Hospital.
Method: This study is a Literature Review. Search for reference sources in the form of published scientific articles. References to scientific articles which discuss the service marketing mix (7P) on patient decisions in choosing services at the hospital. Collection of references through several online databases namely Science Direct, Scopus, ProQuest, Springer Link, Google Scholar, JSTOR and PubMed. The keywords used in the search are "Marketing mix (marketing mix)", "7P marketing mix" "Purchase decision (decision making)', the decision to choose and "Hospital".
Results: Of the seven articles reviewed and all of them are quantitative studies. Furthermore, five articles (78 percent) were obtained that stated that the service marketing mix (marketing mix) had a significant influence on the patient's decision to choose services at the hospital. Two other articles show an illustration that (22 percent) of the service marketing mix (marketing mix) has no significant influence on the patient's decision to choose services at the hospital.
Conclusion: There is a relationship between the marketing mix (product, price, place, promotion, people, process, physical evidence) on patient satisfaction in choosing services at the hospital.
Keywords: Marketing Mix; Service; Decision; Choosing; Hospital.
Pendahuluan: Keberhasilan dari suatu organisasi jasa seperti rumah sakit memerlukan strategi pemasaran. Rumah sakit perlu menyiapkan kordinasi terhadap kinerja layanan kesehatan sehingga dapat memenuhi kebutuhan dan harapan pasien.
Tujuan: Untuk mengetahui pengaruh bauran pemasaran terhadap keputusan pasien dalam memilih layanan di Rumah Sakit.
Metode: Studi ini merupakan Literature Review. Pencarian sumber referensi berupa artikel ilmiah yang dipublikasikan. Referensi artikel ilmiah yang artikel yang membahas tentang bauran pemasaran jasa (7P) terhadap keputusan pasien dalam memilih layanan di rumah sakit. Pengumpulan referensi melalui beberapa database online yaitu Science Direct, Scopus, ProQuest, Springer Link, Google Scholar, JSTOR dan PubMed. Adapun kata kunci yang digunakan dalam pencarian yaitu “Bauran Pemasaran (marketing mix)”, “marketing mix 7P” “Keputusan Pembelian (decision making)’, keputusan memilih dan “Rumah Sakit (hospital)”.
Hasil: Dari tujuh artikel yang direview dan semuanya merupakan penelitian kuantitatif. Selanjutnya didapatkan lima artikel (78 persen) yang menyebutkan bahwa bauran pemasaran jasa (marketing mix) memberikan pengaruh yang signifikan terhadap keputusan pasien dalam memilih layanan di rumah sakit. Dua artikel lainnya menunjukan gambaran bahwa (22 persen) bauran pemasaran jasa (marketing mix) tidak terdapat pengaruh signifikan terhadap keputusan pasien dalam memilih layanan di rumah sakit.
Simpulan: Terdapat hubungan antara bauran pemasaran (product, price, place, promotion, people, process, physical evidence) terhadap kepuasan pasien dalam memilih layanan di rumah sakit.
Keywords
References
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DOI: https://doi.org/10.33024/hjk.v17i1.8870
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