HUBUNGAN BAURAN PEMASARAN (MARKETING MIX) DENGAN KUNJUNGAN PASIEN DI UNIT RAWAT JALAN RSIA PERTIWI MAKASSAR TAHUN 2011
ABSTRACT: Decreased patients
visit in RSIA Pertiwi Makassar closely related to the health care provided
hospitals and how hospitals
serving patients. Thus,
the hospital managers
should consider the
seven elements of the
marketing mix are
product, price, place,
promotion, people, physical
evidence and the
process. This is the
earliest stimulus affects consumer
behavior before going
through various stages
or processes until
eventually decided to recover some hospital services. This research aims
to determine the relationship between marketing mix and
patients visit in
RSIA Pertiwi Makassar.
This type of
research was quantitative
research with used survey
form by using
cross sectional approach.
To obtain data
in the field
conducted by distributing questionnaires to
98 respondents who
currently check their
health in an
outpatient unit. Based
on research results indicate that
there is a relationship between the product (product and services), place
(location service), promotion
(promotional marketing communications) and
people (health workers),
physical evidence (physical appearance) and
process (process/service procedures)
to visit patients
in RSIA Pertiwi
Makassar. This study suggests to the RSIA Pertiwi
Makassar should do marketing mix
elements. in terms of products, although still not
complete but the
amount that needed
to be added.
There should be
other promotions such
as direct promotion of the
hospital staff or through print media (newspapers), television advertising. In
terms of physical facilities, need to
pay attention to
the condition of
cleanliness of the
room and WC
patient hospitalization. Service process
there needs to be discipline
and promptness of
service and the
firmness of the
hospital management to health professionals serving.
Penulis: Andi Hardianty
Purnamasari, Nurhayani, Asiah Hamzah, Yusran Amir
Kode Jurnal: jpkesmasdd120149
