Marketing Mix and Service Quality in Increasing Return-Treatment Decisions Through Patient Satisfaction and Patient Trust in Asyifa Husada Pamekasan Hospital

Abstract

With the development of healthcare service trends outside of hospitals, hospitals must strategically manage competition to maintain and increase the number of patients choosing to return for outpatient care. This research aims to delve deeper into the factors influencing patients' decisions to return for outpatient services at Asyifa Husada Pamekasan Hospital. The study utilizes a saturated sample, including all patients who have utilized medical services at Asyifa Husada Pamekasan General Hospital from October 2023 to December 2023, there are 100 individuals. However, only 96 individuals completed the questionnaire. Hypothesis testing in this research is conducted using the Structural Equation Model (SEM) based on Partial Least Square (PLS) approach. Based on the results of hypothesis testing, it was found that out of the 8 hypotheses processed in this study, 1 hypothesis indicated a non-significant influence, while the other 7 hypotheses showed a significant positive impact. In the research findings, the marketing mix variable (X1) and Service Quality (X2) have a positive and significant impact on Patient Satisfaction (Z1). Additionally, Service Quality (X2) has a positive and significant influence on Patient Trust (Z2), while the marketing mix variable (X1) does not have a significant impact on Patient Trust (Z2). Furthermore, the variables Marketing Mix (X1), Service Quality (X2), Patient Satisfaction (Z1), and Patient Trust (Z2) collectively have a positive and significant influence on the Decision to Return for Treatment (Y).