Hubungan Bauran Pemasaran Dengan Loyalitas Pasien Poliklinik Instalasi Rawat Jalan di RSUD Nyi Ageng Serang Kulon Progo

Abstract

The hospital was established as a channel for hospital services to every level of society that
has several marketing strategies defined to be able to maintain a good response from
customers, so the hospital must have an effective program to retain oldcustomers. The
marketing mix is a solution for patient problems, in obtaining pleasant,comfortable service
and good communication from the hospital to customers. Loyalty level that displays the
need to have a high sense of loyalty, as well as having a beneficial effect on the healthcare
organization. The purpose of this study was to determine the relationship between the
marketing mix and patient loyalty in the outpatient installation polyclinic at the Nyi Ageng
Serang Kulon Progo Regional General Hospital. This research is a quantitative research
approach cross-sectional. The sample in this study was 110 outpatient polyclinic patients
selected by purposive sampling. There search was conducted in June-July 2023 at Nyi Ageng
Serang Hospital, Kulon Progo. Data analysis univariate, bivariate and multivariate with Chi
Square statistical tests and Multiple Linear Regression statistical tests. The results showed
that there was a relationship between the marketing mix of places and patient loyalty with
a p-value of 0.002. There is a relationshipbetween the marketing mix of people and patient
loyalty with a p-value of 0.000. There is a relationship between the marketing mix process
and patient loyalty with a p-value of 0.007. and multivariate analysis shows that the
marketing mix variables place, people and process statistically have a joint influence on
patient loyalty and the variable that has the greatest influence is the marketing mix
variable people with a p-value of 0.004. There is a significant relationship between
marketing mix place, people, process and patient loyalty.