DAMPAK BAURAN PEMASARAN DAN PELAYANAN SYARIAH TERHADAP KEPUTUAN PASIEN DALAM MEMILIH PELAYANAN KESEHATAN DI RS PKU MUHAMMADIYAH WONOSOBO
Abstract
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.