Peran Bauran Pemasaran dan Kelompok Acuan terhadap Keputusan Memilih Laboratorium Rumah Sakit AL Huda Genteng Banyuwangi

Abstract

Abstract: To analyze the marketing mix factors and the reference/reference that affect patients to conduct
examinations in the Al Huda laboratory simultaneously and or partially. Identify the problems contained in
the marketing mix at Al Huda Hospital’s Laboratory.This on coming research uses a quantitative approach.
Analytic descriptive study design with Cross Sectional Study approach. A total of 80 patients were respondents
in this study, they fill out a questionnaire that has been provided. Then statistical analysis was
performed using multiple linear regression analysis. Results showed that simultaneously (together) the
marketing mix variables and reference group have influence on selecting the decision variables (Fcountof
0.000<0.05). Partially, price variable (tcountof0.048) and employees (tcount0.013) are the ones that influence
the decision of selecting the Al Huda laboratory as examination place, while other variables did not.
Keywords: marketing mix, the reference group, the decision to choose