Implementation of Marketing Mix to Enchance Patient Trust and Loyalty at Private Hospital In Indonesia
Background: Patient loyalty is a crucial factor in the sustainability of healthcare services in hospitals. However, patient loyalty levels are often influenced by various factors, one of which is the marketing strategy or the 7P marketing mix (product, price, place, promotion, people, process, and physical evidence). Hospitals need to understand how the elements of the marketing mix impact patient satisfaction and their decision to continue using healthcare services.
Objective: This study aims to analyze the extent to which the marketing mix contributes to patient loyalty in hospitals.
Method: This study is a quantitative research with an observational-analytical research design using a cross-sectional approach. The research was conducted at Hospital in Indonesia. The study population consisted of outpatient patients visiting between April – June 2024, with a sample of 385 patients selected through purposive sampling.
Results: The results of the study demonstrate a connection between the marketing mix and patient loyalty at Hospital. The Chi-Square analysis reveals that the elements of product, price, place, promotion, people, process, and physical evidence are significantly linked to patient loyalty (p-value = 0.0001).
Conclusion: There is a significant relationship between the 7P marketing mix and outpatient loyalty. Therefore, hospitals are expected to improve their marketing mix strategies to align with patient preferences, ultimately increasing the number of loyal patients at hospital
Keywords: Patient loyalty, marketing mix, patient satisfaction, hospital.
