The Relationship of Marketing Mix with Patients' Decisions to Choose Health Services in Outpatient and Inpatient Installations at Sandi Karsa Hospital, Makassar

Abstract

The marketing mix is a core business that is very closely related to the targeted patients, so that hospital efforts are specifically closely related to patient behavior in utilizing services. The aim of this research is to determine the relationship between the marketing mix and the patient's decision to choose health services in outpatient and inpatient installations at Sandi Karsa Hospital, Makassar. The type of research used is quantitative research with a cross sectional study design. The population in this study was 97 outpatients and 76 inpatients. Sample determination was carried out using the accidental sampling method. Data analysis used univariate, bivariate with chi square test and multivariate with multiple logistic regression test. The results showed that in outpatient installations, there was a relationship between product (p=0.003), staff (p=0.009), physical evidence (p=0.001), process (p=0.000), and performance (p=0.000), there was no relationship between price (p=1,000), promotion (p=0.554), place (p=1,000), and strength (p=1,000) with the patient's decision to choose health services at Sandi Karsa Hospital. Meanwhile, in inpatient installations there is a relationship between product (p=0.005), place (p=0.017), staff (p=0.000), process (p=0.002) and physical evidence (p=0.006), there is no price relationship (p= 0.674), promotion (p=1.000), performance (p=1.000), and strength (p=0.358) with the patient's decision to choose health services at Sandi Karsa Hospital Makassar. Keywords: Product, Price, Promotion, Staff, Physical Evidence, Process, Performance, Strength, Patient Decision.