Analysis on the influence of Patients Perception about Marketing Mix on Patients Loyalty at the Outpatient Clinic of Baptist Hospital in Kediri

Abstract

The number of a patient visits at Baptist Hospital Outpatient Clinic had decreased from 2005 to 2007. This decrease of previous patient visits indicated that these patients were not loyal. Therefore, the hospital needs to design a new marketing program, for example by implementing a marketing mix. The marketing mix program consist the aspects of product, price, place, promotion, people and process. The objective of this research was to investigate the influence of patientsperception about the marketing mix program on patients loyalty. This study was an observational research with cross sectional approach. Data were collected by conducting interviews using questionnaires to 150 previous patients who visited the Outpatient Clinic of Baptist Hospital in Kediri. The results of this research showed that most of the respondents had a good perception on the product (56.0%), a good perception on the price (58.7%), a good perception on the place (52.7%), a good perception on to the people (58.7%), a good perception on the process (56.7%), but not good perception on the promotion (52.0%). These previous patients were having loyal attitude (60.7%), Based on the statistical analysis, variables of product (p=0.604), place (p=0.062), promotion (p=0.201), and people (p=0.291) did not have a significant relationship to the patients loyalty. Variables of price (p=0.016) and process (p=0.019) had significant relationships to the patients loyalty. Sumber Utama : www.mikm.undip.ac.id