Pengaruh Bauran Pemasaran terhadap Loyalitas Pasien Rawat Inap di RS PKU Muhammadiyah Gamping

The increasing public need for health services, competition between hospitals, and advances in medical technology, encourage hospitals to develop businesses and improve quality by utilizing resources effectively and efficiently. Hospital management needs to find a way to survive in the midst of dynamic market competition, namely by applying marketing principles based on research strategies, to achieve customer satisfaction and maintain loyalty. This study was conducted to determine the effect of the marketing mix (7Ps) of product, place, price, physical evidence, promotion, people, process and customer service on patient loyalty at PKU Muhammadiyah Gamping Hospital and which factors have the most important impact. This study used an observational design with a cross sectional approach. The research sample was 100 inpatients based on purposive sampling method. Data were taken from March-June 2021 using a questionnaire containing 53 questions on eight variables of the marketing mix and patient loyalty, and processed using SPSS 20. The marketing mix on inpatient loyalty at PKU Muhammadiyah Gamping Hospital simultaneously had a P-value of 0.000 (p< 0.05). For each variable individually, the results obtained are Product (0.006), Price (0.224), Place (0.594), Promotion (0.001), People (0.062), Process (0.039), Physical Evidence (0.132) and Customer Service (0.000). It can be concluded that the marketing mix simultaneously has a significant effect on the loyalty of inpatients at PKU Muhammadiyah Gamping Hospital. Separately, the marketing mix that has a significant effect on patient loyalty is product, promotion and customer service, while price, place, people, process, and physical evidence have no significant effect