Keputusan Kunjungan Ulang Pasien Rawat Jalan Ditinjau dari Marketing Mix 5P pada Poliklinik Eksekutif Rumah Sakit Umum Rujukan Regional
DOI:
https://doi.org/10.38215/zs5bm185Keywords:
executive polyclinic, marketing mix, marketing strategy, outpatient, return visit decisionAbstract
A patient's decision to make a return visit serves as an indicator of the success of a hospital's marketing strategy. The application of the marketing mix shapes patients' perceptions of the services received and influences their decisions regarding the continued use of healthcare services. This study aimed to examine the relationship between the "5P" marketing mix dimensions—product, place, price, promotion, and people—and the decision of outpatients to make return visits to the Executive Polyclinic of a Regional Referral General Hospital. A quantitative approach with a cross-sectional study design was employed. The sample consisted of 108 respondents selected via systematic random sampling, and data were analyzed using the chi-square test. The results indicated that the product, place, and promotion dimensions were associated with patients' decisions to return, whereas the price and people dimensions did not show a significant relationship. Among all marketing mix dimensions, promotion was the most dominant factor influencing the decision to return. The study concludes that optimizing promotion, improving service quality, and ensuring ease of access should be prioritized in the hospital's marketing strategy to encourage return visits by patients at the Executive Polyclinic of the Regional Referral General Hospital.
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