The Influence of Service Marketing Mix on the Revisitation Intention of BPJS Inpatient Patients at Royal Prima Marelan General Hospital

Abstract

Marketing in hospitals is a basic activity of an organization to run its business and to maintain its continuity, the role of marketing in hospitals is very important in determining hospital selection. Service marketing needs an expanded marketing mix with the addition of a non-traditional marketing mix, namely people, physical evidence, and process, so that it becomes seven elements. This research aims to determine the influence of the marketing mix of services on the intention to revisit BPJS inpatients at Royal Prima Marelan General Hospital. This research is an analytical observational research with a cross-sectional approach. The population in this study were BPJS patients hospitalized during the last five months at Royal Prima Marelan General Hospital, totaling 1,279 patients. Determination of samples using the Slovin formula with a total sample of 305 patients. Data analysis uses univariate, bivariate, and multivariate analysis. The results of the research show that the variables of type of service, location of service, promotion, health personnel, physical appearance, service procedures, and hospital performance have a positive and significant effect on interest in revisiting inpatient BPJS patients at Royal Prima Marelan hospital p-value <0.05. The independent variable that most influences the interest in revisiting inpatient BPJS patients at the Hospital of Royal Prima Marelan is the hospital performance variable.