The Influence of the Marketing Mix (4P) on Patient Decisions in Choosing Healthcare Services at the Outpatient Installation of Aliyah 1 General Hospital in 2024
Keywords:
Product, People, Process, Promotion, consumer decisionAbstract
The marketing mix is a collection of marketing tools that can be used by a company to achieve its marketing goals in the target market. One of the supporting factors in product marketing is closely related to consumer decisions in choosing products. Consumer decisions are an important element in consumer behavior. This research aims to determine the influence of product, people, process and promotion on patients' decisions to choose health services in the outpatient installation of Aliyah General Hospital 1. The method used is quantitative, analytical observational with a cross sectional approach. Data was collected using a questionnaire distributed to 125 respondents who were undergoing outpatient treatment at RSU Aliyah 1. Data analysis in this study will utilize multiple linear regression analysis using SPSS 23 for windows. The results of the multiple linear regression test for the product variable show a p value = 0.730 > 0.05, the people variable with a p value = 0.646 > 0.05 and the Promotion variable shows a p value = 0.441 > 0.05 so it can be concluded that the product, people and promotion variables there is no significant influence on the patient's decision to choose health services at the outpatient installation of RSU Aliyah 1. The process variable shows a p value = 0.004 < 0.05, so it influences the patient's decision to choose health services at the outpatient installation of RSU Aliyah 1. RSU Aliyah 1 needs to do improvements to the marketing mix process to create a more effective queuing system, reduce waiting times in polyclinics, and implement services by appointment to increase patient satisfaction.
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