DAMPAK BAURAN PEMASARAN DAN PELAYANAN SYARIAH TERHADAP KEPUTUAN PASIEN DALAM MEMILIH PELAYANAN KESEHATAN DI RS PKU MUHAMMADIYAH WONOSOBO
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Background: RS PKU Muhammadiyah Wonosobo is a type C hospital with 134 beds. Bed Occupation Rate in term of 2015 – 2017 has raisen (25,57% - 55,49%), but it has been below the standart of RS PKU Muhammadiyah Wonosobo’s Management (>70%). For that result, they need marketing strategies. Method: The method used in this research was quantitative with crossectional research design and linear regression analysis. The sample size was 96 patients. Result and discussion: The results showed that the value of setermination coefficient was 0,665, which means that there was a strong correlation between marketing mix and sharia services to the patient’s decision (66,5%). It also has found that the marketing mix and sharia services together had an effect on patient’s decision (F value: 8,623; p value: 0,000). There was only “price perception” that partially influence patien decision (p value: 0,001); while product (p value: 0,596), place (p value: 0,108), promotion (p value: 0,839), people (p value: 0,859), Physical evidance (p value: 0,008) and sharia services (p value: 0,808) did not affect the patient’s decision. Conclusions: Based on this study, RS PKU Muhammadiyah Wonosobo have to optimize the applications of the marketing mix and sharia services together. In additional, they have to pay attention to the price that will be given to the patients which has been accordance with the unit cost set by the hospital and price perception by the patiens.