HUBUNGAN BAURAN PEMASARAN (MARKETING MIX) DENGAN MINAT KUNJUNGAN ULANG RAWAT JALAN PASIEN NON BPJS DI RUMAH SAKIT DUSTIRA KOTA CIMAHI

Abstract

Based on data on non BPJS outpatient visits at Dustira Hospital has decreased, in January 2024 there were 1,629 patients, in February there were 1,564 patients, in March there were 1,481 patients and in April the number of outpatient visits of non BPJS patients was 1,454 patients. The reduction in the number of visits by non BPJS patients at the hospital can have an impact on reducing hospital revenue and hampering hospital operations and not maximizing the services provided by the hospital to patients. This study aims to determine the relationship of the marketing mix (product, price, place, promotion) to the interest in re-visiting outpatient non BPJS patients at Dustira Hospital. The type of research used is quantitative research using cross sectional research design. The sampling technique was accidental sampling and the sample size was 125 respondents. The instrument in this study used a questionnaire. Data analysis using univariate with frequency distribution and bivariate analysis with chi-square test. There were 88 respondents (70.4%) who were interested in making repeat visits. The results obtained are that there is no product relationship with a p-value of 0.154 (p> 0.05), there is a price relationship with a p-value of 0.039 (p < 0.05), there is a place relationship with a p-value of 0.014 (p < 0.05) and there is no promotion relationship with a p-value of 0.601 (p> 0.05) with repeat visit interest. To increase patient revisit interest, it is hoped that Dustira Hospital can pay more attention to, implement and improve the quality of the marketing mix (4P) properly.