ABSTRACT

Hospital is a health service institution that provides complete individual health services that provide inpatient, outpatient, and emergency services. In addition, the Hospital also carries out a business mission to earn profit and ensure the sustainability of its business. The marketing mix is a hospital strategy to maximize service delivery to clients. This study aims to analyze the effect of the 7P's marketing mix (product, price, place, promotion, process, people, physical building) on patient satisfaction in hospitals. Literature review is used for research methods, the initial step in determining the topic, the keywords used, Science Direct, Pro Quest, Google Scholar dan Elsevier are the database journals used. Reference search is limited from 2016 to 2020. The keywords used are “Marketing Mix 7p, Hospital, Patient Satisfaction”. Research references found there are 65 studies. A total of 55 articles were excluded and 10 articles were included in the discussion. Selection journals were selected based on inclusion criteria. The inclusion criteria in this study were the analysis of the influence of the 7P Marketing Mix on Patient Satisfaction in Hospitals. Based on the 5 studies reviewed, one study explained that the 7P marketing mix had a significant effect on patient satisfaction through statistical tests with p value = 0.00 < = 0.05. The level of patient satisfaction affects the optimal marketing of the 7Ps.

Keywords: Marketing Mix, Marketing Mix 7P, Hospital Patient Satisfaction

Alfianti, K. R., Karimuna, S. R., & Rasma. (2017). Hubungan Bauran Pemasaran (Marketing Mix) Dengan Keputusan Pasien Rawat Inap Memilih Layanan Kesehatan Di Rumah Sakit Umum Bahtera Mas. Jurnal Ilmiah Mahasiswa Kesehatan Masyarakat.

Azizah, N., & Raharjo BB. Pengaruh Bauran Pemasaran Terhadap Proses Keputusan Pasien Memilih Layanan Kesehatan.

Chandra, G. (2002). Program pemasaran dan strategi Rumah Sakit. Yogyakarta Penerbit Andi Yogyakarta

Djumarno, Ghufron S. (2006). Analisis Kualitas Service Quality, kerja terhadap Kepuasan Pelanggan di Rumah Sakit AL Dr. Mintohardjo Jakarta

Farantika, D. Y., Witcahyo, E., & Utami S. Association between Marketing Mix and Decision Process for Choosing Outpatient Health Services. Unnes J Public Heal (Internet). 2019; 8 No 1. Available from: https://journal.unnes.ac.id/sju/index.php/ujph/article/view/23049

Griffin (2005). Customer Loyalty, Jakarta. Penerbit Erlangga.

Hartono B. (2010). Manajemen Pemasaran di Rumah Sakit. Jakarta. PT. Rineka Cipta.

Herlambang S. (2016). Manajemen Pelayanan Kesehatan di Rumah Sakit. Yogyakarta. Gosyen Publishing.

Hurriyati, R. (2005). Bauran Pemasaran dan Loyalitas Konsumen. Bandung. CV. Alfabeta.

Kartajaya, H. (2006). Marketing Mix. Bandung. PT. Mizan Pustaka.

Kotler, Philip and Gary Amstrong. (2003). Dasar-dasar Pemasaran. Jakarta. PT. Indeks.

Kotler, Philip. and Keller, Kevin Lane.L. (2016). Manajemen Pemasaran. Jakarta. PT. Indeks.

Kotler, Phillip. (2009). Marketing Management. (Edisi Indonesia oleh Hendra Teguh, Ronny, dan Benjamin Molan). Jakarta. PT. Indeks.

Kuntoro dan Istiono W. (2017) Kepuasan Pasien Terhadap Kualitas Pelayanan di Tempat Pendaftaran Pasien Rawat Jalan. Kesehatan Vokasional.

Lovelock, Mussry and Wirtz, J. (2011). Pemasaran Jasa, Teknologi, Strategi dan Perspektif Jilid Satu Edisi Ketujuh. Jakarta. Penerbit: Erlangga.

Menteri Kesehatan RI. KEP. MENKES RI Nomor. 157/MEN/PER/II/1988 Tentang Rumah Sakit.

Nurina, A., dan Purwanegara, M.S. (2012) Proposal Of Marketing Strategy For Instalasi Rik Parahyangan Pavilion Rsup Dr. Hasan Sadikin Bandung. The Indonesian Journal Of Business Administration. Vol. 1, No. 8, 2012: 549-554.

Rahma, N., Budi, I. S., & Najmah. (2014). Hubungan Bauran Pemasaran Terhadap Pemanfaatan Instalasi Rawat Inap Rumah Sakit Pelabuhan Palembang. Jurnal Ilmu Kesehatan Masyarakat, 5. Sabarguna, B. (2013). Pemasaran Pelayanan Rumah Sakit. Jakarta

Suprananto, J. (2001). Pengukuran Tingkat Kepuasan Pelanggan Untuk Menaikkan Pangsa Pasar. Jakarta: Rineka Cipta.

Supriantoro dan Sumarni. (2009). Peran serta Pandangan PERSI Menyikapi Pergeseran Paradigma Desain Rumah Sakit. IKA MARS Universitas Indonesia. Jakarta.

Supriyanto, & Ernawaty. (2010). Pemasaran Industri Jasa Kesehatan. Yogyakarta

Syafar M, Hamzah A, Amelia R. Pengaruh Bauran Pemasaran terhadap Loyalitas Pasien Rawat Jalan di Rumah Sakit Universitas Hasanuddin Makassar 2013. J Adm dan Kebijak Kesehat Indonesia. 2014

Tjahjono Koentjoro. (2010) Regulasi Kesehatan Indonesia. Yogyakarta. Andi Yogyakarta

Ulfa, M. R., Rachmi, Asih Tri &Yuniarto A. Pengaruh Bauran Pemasaran (Marketing mix) terhadap keputusan menggunakan jasa rawat jalan. J Apl Manaj [Internet]. 2013;11 No 3.

Available from: https://jurnaljam.ub.ac.id/index.php/jam/article/view/121

UU RI Nomor 44 2009 tentang Rumah Sakit

Pemerintah Peraturan RI. Undang-Undang Republik Indonesia Nomor 44 Tahun 2009 TENTANG RUMAH SAKIT [Internet]. 2009. Available from: http://dkk.balikpapan.go.id/assets/files/1.UU44-09-RS_.pdf

Peraturan Menteri Kesehatan RI. KEP. MENKES RI Nomor. 157/MEN/PER/II/1988 Tentang Rumah Sakit [Internet]. 1999.

Available from: https://ropeg.kemkes.go.id/download/2kmk20157-1999-ttg-izin-rs.pdf

Priyanka, I. A., & Hardy, I. D. (2013). Pengaruh Bauran Pemasaran Terhadap Jumlah Kunjungan Pasien Di Poliklinik Rawat Jalan Rumah Sakit Umum Daerah Sanjiwani Gianyar.

Wati, H. (2017). Pengaruh Marketing Mix Terhadap Minat Pasien Menggunakan Jasa Layanan Kesehatan Pada Rumah Sakit Lancang Kuning Pekanbaru

Zeithaml, Valerie A. dan Mary Jo Bitner. (2000). Service Marketing: Integrating Customer Focus Across the Firm. 2nd Edition. United States: McGraw-Hil