Pengaruh marketing mix strategy terhadap patient satisfaction serta dampaknya terhadap patient loyalty pada pelayanan rawat jalan di Siloam Hospitals Lippo Village

Budiman, Catherine (2022) Pengaruh marketing mix strategy terhadap patient satisfaction serta dampaknya terhadap patient loyalty pada pelayanan rawat jalan di Siloam Hospitals Lippo Village. Masters thesis, Universitas Pelita Harapan.

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Abstract

Rumah sakit bersaing dengan menghadirkan layanan yang kompetitif untuk dapat meraih kepuasan dan loyalitas pasien dengan memperhatikan strategi pemasaran. Salah satu cara strategi pemasaran adalah bauran pemasaran yang terdiri dari product, price, place, promotion, people, physical evidence, dan process. Bauran pemasaran memiliki peranan yang sangat penting sebagai strategi dan kebijakan perusahaan untuk mewujudkan kepuasan pelanggan yang pada akhirnya akan meningkatkan loyalitas pelanggan. Penelitian ini mengusulkan model baru dari modifikasi penelitian terdahulu. Tujuan penelitian ini untuk menguji dan menganalisis pengaruh dari product, price, place, promotion, people, physical evidence, dan process terhadap patient satisfaction serta dampaknya pada patient loyalty. Model dalam penelitian ini adalag kuantitatif dengan survei menggunakan pendekatan cross sectional. Data responden diambil secara purposive sampling dengan menggunakan kuesioner. Terdapat 171 sampel yang memenuhi syarat dan dianalisis dengan PLS-SEM. Hasil penelitian menunjukkan ketujuh anteseden dari patient satisfaction mempunyai pengaruh yang signifikan dan positif. Pengaruh paling kuat didapatkan dari price dan people. Ditemukan dampak positif dari patient satisfaction terhadap patient loyalty pada pelayanan rawat jalan. Dari temuan penelitian ini dapat diambil implikasi manajerial untuk pengembangan pelayanan di rawat jalan sehingga mampu membantu meningkatkan kualitas kesehatan di masyarakat. Terdapat sejumlah keterbatasan yang diikuti saran bagi penelitian selanjutnya. / Hospitals compete by presenting competitive services to be able to achieve patient satisfaction and loyalty by paying attention to marketing strategies. One way of marketing strategy is the marketing mix which consists of product, price, place, promotion, people, physical evidence, and process. The marketing mix has a very important role as a company strategy and policy to achieve customer satisfaction which will ultimately increase customer loyalty. This study proposes a new model from a modification of previous research. The purpose of this study was to examine and analyze the effect of product, price, place, promotion, people, physical evidence, and process on patient satisfaction and their impact on patient loyalty. The model in this study is a quantitative survey using a cross sectional approach. Respondent data was taken by purposive sampling using a questionnaire. There were 171 samples that met the requirements and were analyzed by PLS-SEM. The results showed that the seven antecedents of patient satisfaction had a significant and positive effect. The strongest influence is obtained from price and people.. Found a positive impact of patient satisfaction on patient loyalty in outpatient services. From the findings of this study, managerial implications can be drawn for the development of outpatient services so that they can help improve the quality of health in the community. There are a number of limitations followed by suggestions for further research.

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