Effect of Marketing Mix (Product, Place, Promotion, and Price) on Outpatient Patient Satisfaction at Nur Hidayah Hospital, Bantul
DOI:
https://doi.org/10.26911/Abstract
Background: Patient satisfaction is an indicator of how well a patient is treated in medical practice, from the point of view of service quality and from how happy the patient is with the services provided. One of the marketing strategies that can be used is the 4P marketing mix that includes a combination of variables or core activities in the marketing system, such as products, distribution, promotions, and prices. This study aimed to analyze the effect of 4P marketing mix strategy on patient satisfaction.
Subjects and Method: A cross-sectional study was conducted at Nur Hidayah Hospital, Bantul, Yogyakarta, Indonesia. A sample of 203 patients selected using a simple random sampling. The dependent variable was patient satisfaction. The independent variables were product, place, promotion, and price. Data collection was carried out using a questionnaire and analyzed by path analysis using the STATA 13 application.
Results: Marketing mix strategy directly increased patient satisfaction (b= 0.92; 95% CI= 0.87 to 0.98; p<0.001). Product (b= 0.63; 95% CI= 0.54 to 0.72; p <0.001), place (b = 0.52; 95% CI = 0.41 to 0.63; p<0.001), promotion (b = 0.65; 95% CI = 0.55 to 0.74; p<0.001), and price (b= 0.76; 95% CI= 0.68 to 0.83; p<0.001) showed positive and significant loadings, indicating that all four components are strong constructs representing the marketing mix strategy.
Conclusion: Marketing mix strategy directly increases patient satisfaction.
Keywords:
marketing mix strategy, patient satisfaction, place, price, product, promotion
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