Persepsi Klien tentang Bauran Pemasaran terhadap Keputusan Pemilihan Layanan Poliklinik
DOI:
https://doi.org/10.32504/sm.v17i2.644Abstract
Background of Study: Th increasing number of hospitals has made the people to free choose services that match their expectations. The number of patient visits at the Outpatient Polyclinic of Bhayangkara Hospital Level III Pattern Bengkulu has decreased from 2016 to 2019. The decision to visit the community is influenced by how they perceive the stimuli they receive in the marketing mix consisting of Product, Price, Promotion and Place. This study aims to determine the relationship between client perceptions of the marketing mix with the decision to choose polyclinic services at Bhayangkara Hospital Level III, Bengkulu City Police.
Methods: The research design was cross-sectional. The number of samples were 92 clients who used outpatient poly services taken by accidental sampling technique. The research was held from July to August 2019. The data analysis technique used Chi Square.
Results: The results showed that 55.4% of respondents had a good perception of the hospital's marketing mix and 62% of respondents made the decision to re-elect outpatient polyclinic services. Bivariate analysis showed p value = 0.001 which means that there was a relationship between the client’s perception of the marketing mix on the decision to choose an outpatient polyclinic service at Bhayangkara Hospital Level III Bengkulu Police.
Conclusion: There is relationship between the client’s perception of the marketing mix on the decision to choose an outpatient hospital polyclinic.
Keywords : Marketing Mix, Decision, Election, Polyclinic
References
Anin, T. Y., Abdullah, R. and Haeruddin (2018) ‘Pengaruh Bauran Pemasaran Jasa terhadap Keputusan Memilih Layanan Pasien Rawat Inap di Rumah Sakit Tadjuddin Chalid Makassar’, Jurnal Ilmiah Kesehatan Diagnosis, 13(5), pp. 525–530.
Arismen, Sulistiadi, W. and Chalik, A. (2019) ‘Strategi Bauran Pemasaran Pelayanan Kesehatan RSD Kol. Abundjani Bangko di Era Jaminan Kesehatan Nasional (JKN)’, Jurnal Administrasi Rumah Sakit Indonesia (ARSI), 5(2), pp. 97–103.
Azizah, N. and Raharjo, B. B. (2020) ‘Pengaruh Bauran Pemasaran terhadap Proses Keputusan Pasien Memilih Layanan Kesehatan’, Higeia Journal of Public Health Research and Development, 4(2), pp. 189–200.
Bayty, D. N., Ramlan, H. and Usman (2022) ‘Hubungan Bauran Pemasaran dengan Keputusan Memilih Layanan Kesehatan pada Pasien Pasien Rawat Inap Rumah Sakit Umum "Aisyiyah ST. Khadijah Kabupaten Pinrang’, Jurnal Untuk Manusia dan Kesehatan, 5(1), pp. 1–10.
Ditasari, E., Sutriningsih, A. and Ahmad, Z. S. (2019) ‘Analisa Faktor-Faktor yang Mempengaruhi Keputusan Pemilihan Pelayanan Pada Pasien One Day Care Di Rumah Sakit Panti Waluya Semarang’, Nursing News, 4(1), pp. 359–371.
Gul, M. and Guneri, A. F. (2021) ‘Hospital Location Selection: A Systematic Literature Review on Methodologies and Applications’, Mathematical Problems in Engineering, pp. 1–14. doi:https://doi.org/10.1155/2021/6682958 Review.
Ismanto, J. (2020) Manajemen Pemasaran, UNPAM PRESS: Tangerang. Tangerang Selatan: UNPAM PRESS.
Kemenkes RI (2018) Profil Kesehatan Indonesia 2018. Jakarta: Kementerian Kesehatan Republik Indonesia.
Maria, D. Y., Rahayu, B. A. and Astuti, N. C. (2017) ‘Pengaruh Periklanan terhadap Keputusan Konsumen (Penderita Hipertensi dan Keluarga Penderita Hipertensi) Memilih Pengobatan Herbal’, Surya Medika: Jurnal Ilmiah Ilmu Keperawatan dan Ilmu Kesehatan Masyarakat, 12(2), pp. 106–114.
Meesala, A. and Paul, J. (2016) ‘Service Quality, Consumer Satisfaction and Loyalty in Hospitals: Thinking for the Future’, Journal of Retailing and Consumer Services, 8(October 2015).
Parendreng, Tasnim and Kamalia, L. O. (2019) ‘Kontribusi Bauran Pemasaran terhadap Keputusan Pasien untuk Memilih Layanan Kesehatan di Rumah Sakit Umum Daerah Kabupaten Kolaka Timur’, Promotif: Jurnal Kesehatan Masyarakat, 9(2), pp. 159–169.
Permenkes RI (2019) ‘Peraturan Menteri Kesehatan Republik Indonesia Nomor 30 Tahun 2019 tentang Klasifikasi dan Perizinan Rumah Sakit’.
Ravangard, R., Khodadad, A. and Bastani, P. (2020) ‘How Marketing Mix (7Ps) Affect the Patients’ Selection of a Hospital: Experience of a Low-Income Country’, Journal of the Egyptian Public Health Association, 95(25),pp.1–8.doi:
https://doi.org/10.1186/s42506-020-00052-z.
Riskiyah (2021) ‘The Reason for the Patient Choosing UMM Hospital’, Journal of Management and Business, 20(1), pp. 18–28. doi: https://doi.org/10.24123/jmb.v20i1.
Rita, N. and Afconneri, Y. (2019) ‘Faktor-Faktor yang Mempengaruhi Keputusan Pasien Memilih Jasa Pelayanan Kesehatan’, Jurnal Endurance: Kajian Ilmiah Problema Kesehatan, 4(1), pp. 132–140.
Rizal, F., Marwati, T. A. and Solikhah (2021) ‘Dimensi Kualitas Pelayanan dan Dampaknya terhadap Tingkat Kepuasan Pasien: Studi di Unit Fisioterapi’, Jurnal Kesmas (Kesehatan Masyarakat) Khatulistiwa, 8(2), pp. 54–62.
Rochmiati, Suryawati, C. and Shaluhiyah, Z. (2021) ‘Faktor-Faktor yang Mempengaruhi Keputusan Pilihan Pasien Rawat Inap di Rumah Sakit Syariah’, Jurnal Kesehatan Masyarakat (JKM), 8(2), pp. 152–164.
RS Bhayangkara Tingkat III Polda Bengkulu (2019) ‘Profil Rumah Sakit Bhayangkara Tingkat III Polda Bengkulu’.
Setyowati, A., Djawoto and Soekatjo, H. (2020) ‘Effect of Service Marketing Mix on Hospital Selection Mediated with Brand Image on Hospital’s Out Patients’, International Journal of Economics, Business and Accounting Research (IJEBAR), 4(4), pp. 1207–1214. Available at: https://jurnal.stie-aas.ac.id/index.php/IJEBAR%0AEFFECT.
Yuliantine, T., Indasah, I. and Siyoto, S. (2018) ‘Analysis of Marketing Mix Characteristics of Marketing Factor 7P (Product, Price, Place, Promotion, People, Process, Physical Building) to Patient Satisfaction of Inpatient Patient Hospital Muhammadiyah Ahmad Dahlan Kediri City’, Journal for Quality in Public Health, 1(2), pp. 50–57.
.jpg)
