The Effect of Satisfaction on Marketing Mix on Loyalty of Outpatients Lubuk Basung Hospital

Abstract

This study aims to analyze the effect of satisfaction on the marketing mix on the loyalty of outpatients at Lubuk Basung Hospital. The population of this research is the patients of Lubuk Basung Hospital, with a total sample of 100 respondents. The analysis technique used in this research is path analysis. Based on the analysis, the results obtained (1) product satisfaction has a positive and significant effect on loyalty, (2) satisfaction with price has a positive and significant effect on loyalty, (3) satisfaction with location has a positive and significant effect on loyalty, (4) satisfaction with promotion has an effect positive and significant impact on loyalty, (5) satisfaction with employees has a positive and significant effect on loyalty, (6) satisfaction with the process has a positive and significant effect on loyalty, (7) satisfaction with the physical evidence has a positive and significant effect on loyalty.