THE INFLUENCE OF MARKETING MIX, SERVICE QUALITY, AND IMAGE ON TRUST AND SATISFACTION OF INPATIENTS IN MAKASSAR CITY HOSPITALS

Abstract

Objectives: The objective of this research is to test and analyze the influence of three main factors - marketing mix, service quality, and image - on the trust and satisfaction of inpatients at hospitals in Makassar City. Methods: This research utilizes primary data collected through the distribution of questionnaires to 215 respondents. The data are then analyzed using the Structural Equation Model (SEM) in Smart PLS version 4 to test and analyze the relationships between the variables. Results: The results of the study indicate that while the marketing mix has a positive effect on the trust of inpatients in Makassar City hospitals, this effect is not significant. However, service quality and image both have a positive and significant effect on the trust of inpatients. Furthermore, the marketing mix has a positive and significant effect on inpatient satisfaction, but its effect on trust is not significant. Service quality also positively influences inpatient satisfaction significantly, while image has a significant positive effect on inpatient satisfaction. Trust is found to positively and significantly affect inpatient satisfaction. Additionally, service quality and image have positive and significant effects on inpatient satisfaction through trust. Conclusion: In conclusion, this research highlights the importance of service quality and image in building trust among inpatients at hospitals in Makassar City. While the marketing mix does have some influence on trust and satisfaction, its impact is not as significant as service quality and image. Moreover, trust plays a crucial role in determining inpatient satisfaction, as service quality and image influence satisfaction primarily through trust. These findings emphasize the significance of maintaining high service quality standards and cultivating a positive image to enhance trust and satisfaction levels among inpatients in hospital settings.