Pengaruh Bauran Pemasaran Terhadap Loyalitas Pasien di Poliklinik Paru Rumah Sakit Paru Batu

Abstract

Abstract: Background: Researchers want to know the effect of the mix marketing towards thepatients’ loyalty who seeks treatment at Pulmonary Hospital Batu. This research conductedwith cross-sectional approach in 100 patients in the Hospital Pulmonary Batu. Samplingwas non random sampling. Independent variables are product, price, place, promotion,people, processes, and physical evidence while the dependent variable is the patients’ loyaltywho is seeking treatment at the Hospital Pulmonary Batu, as measured by the questionnaireinstrument. Validity test of the instrument uses the product moment correlation and testreliability uses Cronbach alpha method. Data were analyzed using multiple linear regressionanalysis test. The results show that not all elements influence the mix marketing ofpatients ‘ loyalty which is seeking treatment in the Hospital Pulmonary Batu. All elements ofthe mix marketing of physical evidence (66.1%) and price (18.1%) have a dominant influenceamong the other elements of the mix marketing, product and place loyalty have nopositive effect on patients’ loyalty in pulmonary clinic Batu, the effect of sequentially isphysical evidence (66.1%), price (18.1%), promotion (13.5%), process (11%), people (0.7%),place (0.117%), product (0.11%). All elements of the mix marketing (product, price, place,promotion, personnel, processes, and physical evidence) not all elements influence patients’loyalty. Variable products and place has no effect on the patients’ loyalty, while the othervariables such as price, promotion, personnel, processes and physical evidence have aninfluence on the patients’ loyalty which is seeking treatment at the Polyclinic PulmonaryBatu. Elements of price and physical evidence have the most dominant effect on patients’loyalty among the other elements in the mix marketing.

Keywords: mix marketing, patients’ loyalty, Hospital Pulmonary Batu