DOI: https://doi.org/10.14710/jmki.11.1.2023.1-9

The Effect of Marketing Mix on Patient Satisfaction and Their Impact on Patient Loyalty in Hospital Inpatients

*Catherine Budiman  -  Faculty of Management, Universitas Pelita Harapan, Indonesia
Hendra Achmadi  -  Faculty of Management, Universitas Pelita Harapan, Indonesia

Citation Format:
Abstract

Hospital is a health-care institution that provides comprehensive individual health services through continuous service quality improvement and active marketing management. A marketing mix is a set of tools that can be controlled and used by hospitals to influence and create patient satisfaction so that patients become loyal. The marketing mix of the 4Ps (product, price, place, and promotion) can affect patient satisfaction and loyalty. The purpose of this study is to examine the relationship between the marketing mix and patient satisfaction, and its impact on patient loyalty. The type of research is quantitative research with hypothesis testing. This study obtained 165 respondents by filling out online questionnaires from this study and processed using PLS-SEM. The results indicated that the product, price, place, and promotion variables gave an R2 value of 0.519 for patient satisfaction as a mediating variable. The mediating variable successfully showed a positive effect on patient loyalty with R2 0.499 and mediated the impact of the independent variable. Product, price, place, and promotion significantly positively impact patient satisfaction, which then describes a significant positive effect on patient loyalty. 

Fulltext View|Download
Keywords: marketing mix, patient satisfaction, patient loyalty

Article Metrics:

Article Info
Section: Articles
Language : EN
Recent articles
Analisis Pengaruh Budaya Kesehatan, Kesadaran Kesehatan, dan Persepsi Produk Terhadap Konsumsi Jamu Pada Penderita Penyakit Pembuluh Darah di Bandar Lampung Analisis Implementasi Kebijakan Pencegahan dan Pengendalian Infeksi COVID-19 di Rumah Sakit Kabupaten Musi Rawas Hubungan Organizational Citizenship Behavior (OCB), Komitmen Organisasi, Kepuasaan Kerja terhadap Kinerja Perawat Rawat Inap di RSUD Dr. Adjidarmo Kabupaten Lebak Cover Belakang Cover Depan More recent articles
Most cited articles
Evaluasi Sistem Informasi Kesehatan di Provinsi Jawa Tengah Dalam Rangka Penguatan Sistem Informasi Kesehatan Nasional Evaluasi Kinerja Sistem Informasi Manajemen Farmasi Di Rs Roemani Muhammadiyah Dengan Metode Hot Fit Model Analisis Pelaksanaan Program Kemitraan Bidan dan Dukun Ditinjau Dari Aspek Input, Proses dan Output di Wilayah Dinas Kesehatan Kabupaten Fakfak Provinsi Papua Barat Remaja Sebagai Penggerak Utama dalam Implementasi Program Kesehatan Remaja Pelaksanaan Program Perencanaan Persalinan dan Pencegahan Komplikasi (P4K) Ditinjau dari Aspek Bidan Desa sebagai Pelaksana di Kabupaten Jepara More cited articles
  1. World Health Organization. Hospitals [Internet]. 2022 [cited 2022 Aug 5]. Available from: https://www.who.int/health-topics/hospitals#tab=tab_1
  2. Kemenkes RI. Profil Kesehatan Indonesia 2021. Jakarta: Kemenkes RI; 2022. Kementrian Kesehatan Republik Indonesia
  3. Sudari SA, Tarofder AK, Khatibi A, Tham J. Measuring the critical effect of marketing mix on customer loyalty through customer satisfaction in food and beverage products. Manag Sci Lett. 2019;9(9):1385–96
  4. Chana P, Siripipatthanakul S, Nurrittamont W. Effect of the service marketing mix (7Ps) on patient satisfaction for clinic services in Thailand. IJBMC An Int J [Internet]. 2021;1(2):1–15. Available from: https://www.researchgate.net/publication/354985695
  5. Huda S, Yuliati A. Analysis of the Relationship of Mix Marketing with Patient Loyalty and Satisfaction in Hospital. Eduvest - J Univers Stud. 2022;2(4):630–5
  6. Yessy H, Yasri, Idris. The Effect of Satisfaction on Marketing Mix on Loyalty of Outpatients Lubuk Basung Hospital. Proc Sixth Padang Int Conf Econ Educ Econ Bus Manag Account Entrep (PICEEBA 2020). 2021;179(Piceeba 2020):576–82
  7. Rostami M, Ahmadian L, Jahani Y, Niknafs A. The effect of patient satisfaction with academic hospitals on their loyalty. Int J Health Plann Manage. 2019;34(1):e726–35
  8. Kim CE, Shin J-S, Lee J, Lee YJ, Kim M, Choi A, et al. Quality of medical service, patient satisfaction and loyalty with a focus on interpersonal-based medical service encounters and treatment effectiveness: a cross-sectional multicenter study of complementary and alternative medicine (CAM) hospitals. Vol. 17, BMC Complementary and Alternative Medicine. 2017
  9. Putu IMAM, Suyatna N, Indiani YLP. The Effect of Service Quality on Patient Loyalty Mediated By Patient Satisfaction in Bali Siloam Hospital. JAGADHITA J Ekon Bisnis [Internet]. 2018;5(1):1–7. Available from: http://ejournal.warmadewa.ac.id/index.php/jret
  10. Sekaran U, Bougie R. Research Methods for Business: A Skill Building Approach. 7th ed. Wiley; 2016
  11. Ayuba S, Mohamad I, Lolo A. The Impact of the Hospital’s Marketing Strategy on the Interest of Patient Visits Based on the Marketing Mix Approach at Boliyohuto Hospital. J Heal Technol Sci. 2021;2(2):59–69
  12. Pasaribu F, Astuty W. Public Perceptions about the Service Marketing Mix, Values and Trust in General Hospital. Budapest Int Res … [Internet]. 2021;12668–78. Available from: https://bircu-journal.com/index.php/birci/article/view/3327
  13. Siripipatthannakul S, Puttharak S. Marketing mix analysis in private dental healthcare service sector. Int J Trend Sci Res Dev. 2021;5(5):827–31
  14. Fuad L, Tamtomo D, Sulaeman ES. Multilevel Analysis on the Effect of Marketing Mix Strategy toward Patient Satisfaction in Magelang, Central Java. J Heal Policy Manag. 2019;4(1):39–46
  15. Ondang MM, Syah TYR. HOW HOSPITAL BRAND IMAGE INTERVENE THE IMPACT OF MARKETING MIX ON PATIENT LOYALTY. Int J Recent Adv Multidiscip Res [Internet]. 2018;5(7):3949–63. Available from: www.ijramr.com
  16. Ricca R, Antonio F. The Effect of Quality Care on Patient Loyalty Mediated with Patient Satisfaction and Moderated by Age and Gender (Study in Outpatients at a Private Hospital). Int J Appl Bus Int Manag. 2021;6(2):96–112
  17. Lemeshow S, Jr DWH, Klar J, Lwanga SK. Adequacy of Sample Size in Health Studies. World Health Organization; 1990
  18. Kock N, Hadaya P. Minimum sample size estimation in PLS-SEM: The inverse square root and gamma-exponential methods. Inf Syst J. 2018;28(1):227–61
  19. Hair JF, Risher JJ, Sarstedt M, Ringle CM. When to use and how to report the results of PLS-SEM. Eur Bus Rev. 2018;31(1):2–24
  20. Amriza TR, Susanto. The Influence of Marketing Mix on Interest of National Health Insurance Patient Re-Visitin Polyclinic at Hospital X. Int J Sci Res Publ [Internet]. 2017;7(10):45. Available from: www.ijsrp.org
  21. Udju A, Romeo P, Kenjam Y. The Correlation between Marketing Mix and Customer Satisfaction in the General Poly Unit at Bhayangkara Hospital, Kupang. Lontar J Community Heal. 2021;3(3):103–13
  22. Yuliantine T, Indasah I, Siyoto S. 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. J Qual Public Heal. 2018;1(2):50–7
  23. Nasution NRA, Ermi G, Rafael G, Silaen M. The Effect of Marketing Mix on Patient Satisfaction in Prima Vision Medan Special Hospital in 2019. Int J Res Rev. 2020;7(8):241–9
  24. Sholeh M, Chalidyanto D. The Effect of Service Quality on Loyalty Through Patient Satisfaction in Outpatient of Hospital X, Malang. JMMR (Jurnal Medicoeticolegal dan Manaj Rumah Sakit). 2021;10(2):148–57

Last update:

No citation recorded.

Last update: 2025-01-27 02:46:14

No citation recorded.