The Impact of Marketing Mix on Patients' Decisions to Get Treatment at PKU Muhammadiyah Blora Hospital

Abstract

This study aims to analyze and determine the influence of marketing mix aspects on patients' decisions to seek treatment at PKU Muhammadiyah Blora Hospital. In this study using the census sampling technique, researchers took all inpatients within a predetermined time frame, namely November 2022 – January 2023. The research sample obtained using this method amounted to 180 respondents. The data analysis used is multiple linear regression. The results showed that aspects of the marketing mix including products, prices, locations, promotions, physical evidence, employees and processes had a positive and significant influence on patients' decisions to seek treatment at PKU Muhammadiyah Blora Hospital.