ABSTRACT

Based preeliminary research survey, more than 50% of patients in RSGM Gusti Hasan Aman were integration patients. The purpose is other cluster patients such as patients who come to the polyclinic and also specialist patients will also increase significantly such as visits by integration patients, and they will become loyal patients to the hospital. The aims of this study is to analyze the effect of marketing mix on patient loyalty. This study uses a type of analytic observational research. The research design used was cross sectional. The population in this study were all patients who had been outpatient at RSGM Gusti Hasan Aman. The number of samples in this study were 67 patients consisting of general patients and BPJS patients. The sampling technique used is a non-probability sampling technique, namely purposive sampling. The instrument used in this research is a questionnaire. Most of the respondents are loyal, have a good perception of the service. The results stated price (p value = 0.555), place (p value = 0.906) and promotion (0.818) had no significant effect on general patient loyalty. Meanwhile, product (p value = 0.035), people (p value = 0.012), process (p value = 0.020), and physical evidence (p value = 0.035) have a partially significant effect on patient loyalty. Conclusion: Marketing mix has an effect of 55.6% on general patient loyalty and BPJS at the Gusti Hasan Aman Dental and Oral Hospital. The rest is influenced by other factors.

Keywords: Marketing Mix, Patient Loyalty, Wetlands, Public Patients, BPJS

Adhani, R. (2015) Karies Gigi Dimasyarakat Lahan Basah. Banjarmasin: Lembaga Penelitian Universitas Lambung Mangkurat.

Aditama, T. (2006) Manajemen Administrasi Rumah Sakit. 2nd Edn. Jakarta: Penerbit Ui Press.

Agic, E., Cinjarevic, M., Kurtovic, E., & Cicic, M. (2016) ‘Strategic Marketing Patterns And Performance Implications’, European Journal Of Marketing, 50(12), Pp. 2216–2248.

Ahmad Mardalis (2005) ‘Meraih Loyalitas Pelanggan’, Kumpulan Makalah Diskusi Dosen Fe Ums.

Baloglu, S. (2002) ‘"Dimensions Of Customer Loyalty”’, European Journal Of Marketing, Pp. 1372–1388.

Bur N, S. S. (2019) ‘Relationship Between Marketing Mix And Utilization Of General Patient’s Inpatient Health Services In Rsud Makassar’, Promotif: Jurnal Kesehatan Masyarakat, 9(1), Pp. 53–63.

David D, Hariyanti T, Dan L. E. (2014) ‘Hubungan Keterlambatan Kedatangan Dokter Terhadap Kepuasan Pasien Di Instalasi Rawat Jalan’, Jurnal Kedokteran Brawijaya, 28(1), Pp. 31–35.

Griffin, J. (2005) Customer Loyalty: Menumbuhkan & Mempertahankan Kesetiaan Pelanggan. Jakarta: Erlangga.

H, K. J. And L. (2000) ‘Evaluation Of Patient Waiting Times At An Academic Ophthalmology Clinic 2000 15(5): 228-233.’, The Journal Of Medical Practice Management, 15(5), Pp. 228–233.

Halim F, Kurniullah A, Efendi M, Sudarso A, Purba B, Lie D, Et Al. (2021) ‘Manajemen Pemasaran Jasa’, Yayasan Kita Menulis.

Harrington, R. J., Ottenbacher, M.C.,&Fauser, S. (2017) ‘Qsr Brand Value’, Journal Of Contemporary Hospitality Management, 29(1), Pp. 551–570.

Indratno, D. (2015) ‘Pengaruh Penerapan Strategi Bauran Pemasaran Terhadap Peningkatan Jumlah Pasien Rawat Jalan Di Rumah Sakit Pku Muhammadiyah Yogyakarta’, Optimal., 12(1), Pp. 87–100.

Irmawartini, N. (2017) Metodologi Penelitian : Bahan Ajar Kesehatan Lingkungan. Jakarta: Badan Pengembangan Dan Pemberdayaan Sumber Daya Manusia Kesehatan.

Khainuddin, H. K. & I. (2020) ‘Analisis Kualitas Pelayanan Publik Rawat Inap Pada Badan Layanan Umum Rumah Sakit Umum Daerah Kota Subulussalam’, Jurnal Ilmiah Magister Administrasi Publik, 1(1), Pp. 22–31.

Khairani, A. (2020) ‘Pengaruh Komunikasi Dan Kualitas Pelayanan Terhadap Kepuasan Pelanggan’, Universitas Islam Kalimantan.

Kotler, Philip And Kevin, K. (2009) Manajemen Pemasaran, Jilid 1, Diterjemahkan Oleh Molan, Benyamin. Jakarta: Pt. Indeks Kelompok Gramedia.

Napitupulu S, Tapiomas N, T. R. (2021) Manajemen Pemasaran : Pendekatan Praktis Dengan Teori Para Ahli. Jakarta: Atalya Rileni Sideco.

Ningsih, N. S. (2011) ‘Pengalaman Perawat Dalam Memberikan Perawatan Paliatif Pada Anak Kanker Di Wilayah Jakarta’, Fik Ui.

Nurmiwiyati, Amelia Oktarina Ds, Msg. Aritonang, K. (2020) ‘The Influence Of Medicine Availability And Quality Of Pharmaceutical Services To Satisfaction And Loyality Of Patients (Study In Mother And Child Hospital Pku Muhammadiyah Cipondoh, Tangerang)’.

Prasetijo, R, I. (2004) Perilaku Konsumen. Jogjakarta: Penerbit Andi.

Ramli, A. R. (2019) ‘Patient Satisfaction, Hospital Image And Patient Loyalty In West Sulawesi Province.’

Ri, D. (2023) ‘Pedoman Penyelenggaraan Rumah Sakit Gigi Dan Mulut’.

Sabarguna, B. S. (2004) Pemasaran Rumah Sakit. Jogjakarta: Konsorsium Rs Islam Jateng.

Solikhah (2008) ‘Hubungan Kepuasan Pasien Dengan Minat Pasien Dalam Pemanfaatan Ulang Pelayanan Pengobatan’, Jurnal Manajemen Pelayanan Kesehatan, 11(4), Pp. 192–199.

Sulistiadi, W. (2002) ‘Fungsi Pemasaran Rumah Sakit Di Indonesia: Serba Tanggung?’, Jurnal Marsi, 3(3).

Sulistya, Zulfikar Akbar, S. S. (2018) ‘Pengaruh Kualitas Pelayanan Dan Tarif Terhadap Loyalitas Pasien Melalui Kepuasan Pasien (Studi Kasus Pada Rumah Sakit Banyumanik Semarang)’, Diponegoro Journal Of Social And Political Science, Pp. 1–8. Available At: Http://Ejournal-S1.Undip.Ac.Id/Index.Php/ 1.

Suryani, T. (2002) ‘Nilai Strategik Kesetiaan Pelanggan’, Jurnal Pemasaran, 9.

Tjiptono, F. (2004) Manajemen Jasa. Jogjakarta: Penerbit Andi.

Tjiptono, F. (2019) Strategi Pemasaran Edisi 4. Yogyakarta: Cv Andi Offset.

Usmara, A. (2003) Strategi Baru Manajemen Pemasaran. Jogjakarta: Amara Book.

Windarti S, Samad Ma, Pratiwi Rd, Sakit Ar, Kesehatan I, K. P. (2023) ‘Analisis Pengaruh Bauran Pemasaran (Marketing Mix) Terhadap Penggunaan Pelayanan Rawat Jalan Di Rsud Haji Makassar Tahun 2021’, Public Health And Medicine Journal (Pama), 1. Available At:Https://Www.Jurnal.Ilrscentre.Or.Id/Index.Php/Phmj.