PENGARUH MARKETING MIX 4A TERHADAP KEPUASAN DAN LOYALITAS PASIEN
DOI:
https://doi.org/10.37081/rum-kes.v1i2.15Keywords:
Marketing Mix, Kepuasan, Loyalitas, Rumah SakitAbstract
Loyalitas merupakan salah satu kunci sukses dalam memenangkan persaingan bisnis saat ini. Pelanggan yang loyal secara tidak langsung dapat membantu mempromosikan jasa kepada orang-orang terdekatnya. Penelitian ini bertujuan untuk menganalisis pengaruh Marketing Mix 4A terhadap kepuasan dan loyalitas pasien di Rumah Sakit Beriman Balikpapan. Jenis penelitian yang dilakukan adalah penelitian kuantitatif menggunakan studi observasional dengan desain cross sectional study. Sampel pada penelitian ini adalah perawat di Rumah Sakit Beriman Balikpapan yang berjumlah 340 responden. Hasil penelitian menunjukkan terdapat pengaruh marketing mix terhadap loyalitas pasien dan terdapat pengaruh kepuasan pasien terhadap loyalitas pasien. Disarankan kepada pihak manajemen rumah sakit agar dapat ditingkatkan dengan memastikan bahwa layanan medis dan interaksi staf sesuai dengan harapan dan kebutuhan pasien, serta menyediakan pelatihan bagi tenaga kesehatan untuk berkomunikasi secara empatik.
References
Afrizal, & Suhardi. (2018). Effect of Service Quality, Hospital and Trust Image on Patient Satisfaction and Its Implications in Patient Loyalty. Jurnal Ekonomi Dan Manajemen STIE Pertiba Pangkalpinang, 4(1), 70–86.
Aladwan, M. A., Salleh, H. S., Anuar, M. M., ALhwadi, H., & Almomani, I. (2021). relationship among service quality, patient satisfaction and patient loyalty: case study in Jordan Mafraq hospital. Linguistics and Culture Review, 5(S3), 27–40. https://doi.org/10.21744/lingcure.v5ns3.1368
Amin, M., Bakar, A. B., & Ismail, I. (2013). The influence of marketing mix on customer loyalty in the healthcare sector. Asian Social Science, 9(8), 1–12. https://doi.org/https://doi.org/10.5539/ass.v9n8p1
Armstrong, G., & Kotler, P. (2020). Marketing: An Introduction (14th ed.). Pearson.
Baig, M. W., Qamar, S., Fatima, T., Khan, A. M., & Ahmed, M. (2020). The Impact of Marketing Mix and Customer Value on Customer Loyalty.
Deng, Z., Lu, Y., Wei, K. K., & Zhang, J. (2010). Understanding customer satisfaction and loyalty: An empirical study of mobile instant messages in China. International Journal of Information Management, 30(4), 289–300.
Endeshaw, B. (2021). Healthcare service quality-measurement models: a review. Journal of Health Research, 35(2), 106-117.
Frida, E. M., Tampubolon, P. L., & Sinaga, L. A. (2022). Gambaran Kepuasan Keluarga Pasien Tentang Mutu Pelayanan Keperawatan Di Ruang Icu Rsia Stella Maris Medan. Jurnal Darma Agung Husada, 9(1), 7–13.
Gronroos, C. (2017). Service Management and Marketing: Managing the Moments of Truth in Service Competition. Wiley.
Huriati, Shalahuddin, Hidayah, N., & Suaib. (2022). Quality of service for patient safety in hospitals. Forum Ekonomi, 24(1), 186–194.
Indira, Z. N., Widodo, A. P., & Agushybana, F. (2023). Literature review: The effectiveness of electronic medical records (RME) on hospital service quality. J-Kesmas: Jurnal Fakultas Kesehatan Masyarakat (The Indonesian Journal of Public Health), 10(1), 57-64.
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson.
Leawaty, & Sulistiadi, W. (2018). Hubungan Bauran Pemasaran ( Marketing Mix ) Dengan Loyalitas Pelanggan : Systematic Review. Jurnal Administrasi Rumah Sakit, 5, 16–24.
Lim, W. M. (2021). A marketing mix typology for integrated care: the 10 Ps. Journal of Strategic Marketing, 29(5), 453-469.
Liu, S., Li, G., Liu, N., & Hongwei, W. (2021). The impact of patient satisfaction on patient loyalty with the mediating effect of patient trust. INQUIRY: The Journal of Health Care Organization, Provision, and Financing, 58, 00469580211007221.
Maity, M., & Singh, R. (2021). Market development and value creation for low socioeconomic segments in emerging markets: An integrated perspective using the 4A framework. Journal of Macromarketing, 41(2), 373-390.
Ozturkoglu, Y. (2016). On the 4Ps & 4Cs of green logistics marketing mix. Logistics and Transport, 29(1), 5–18.
Persolja, M. (2020). The quality of nursing care as perceived by nursing personnel: Critical incident technique. Journal of Nursing Management, 1–10.
Rinaldi, E. A. (2018). Analisis hubungan bauran pemasaran terhadap loyalitas pasien di unit pelayanan rawat jalan Rumah Sakit Kartini Tahun 2018. Jurnal Bidang Ilmu Kesehatan, 8(2), 22.
Shabbir, A., Malik, S. A., & Malik, S. A. (2016). Measuring patients’ healthcare service quality perceptions, satisfaction, and loyalty in public and private sector hospitals in Pakistan“Hospital service quality and its effects on patient satisfaction and behavioural intention”, Clinical Govern. International Journal of Quality & Reliability Management International Journal of Pharmaceutical and Healthcare Marketing Iss- International Journal Iss, 33(5), 538–557.
Solehudin, & Syabanasyah, I. (2023). Pengaruh Kualitas Pelayanan Dan Kepuasan Terhadap Loyalitas Pasien. DIAGNOSA: Jurnal Ilmu Kesehatan Dan Keperawatan, 1(3), 231–243.
Sugiarto, T. (2018). The Effect of Motive, Product Quality, Price Perception and Brand Image toward Buying Decision Process. In International Conference on Banking, Accounting, Management, and Economics (ICOBAME 2018). Atlantis Press, 91–95.
Tjiptono, F. (2014). Pemasaran Jasa –Prinsip, Penerapan, dan Penelitian. Andi Offset: Yogyakarta.
Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2018). Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. McGraw-Hill Education.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Jurnal Spektrum Kesehatan
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.