PENGARUH STRATEGI MARKETING MIX, CITRA RUMAH SAKIT, DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN MEMILIH BEROBAT PADA PASIEN RENCANA RAWAT INAP DI IGD RSU ROYAL PRIMA MEDAN

Abstract

Hospitals as a place to obtain services depend on the level of patient visits. In a proper marketing strategy, hospitals also need to study patient behavior. Patient behavior includes how individuals, groups, and organizations select, use, and utilize services in order to satisfy their needs and desires. The aim of this research is to determine the influence of marketing mix strategy, hospital image and service quality on the decision to choose treatment for patients planning to be hospitalized in the emergency room at RSU Royal Prima Medan. The type of research is quantitative research with a cross sectional design. The population in this study were 17,333 patients visiting RSU Royal Prima Medan during 2023. Determining the number of samples in this study used the Taro Yamane formula with the number of samples obtained being 100 samples. Data analysis in this study used univariate, bivariate and multivariate analysis. The results showed that the majority of respondents in this study were aged 26-35 years, 73 (73%) of the respondents, the majority were male, 56 (56%), had a Bachelor's degree, 69 (69%), and the majority of their employment status was self-employed. 41 (41%). There is an influence of the marketing mix on the decision to choose treatment for patients planning to be hospitalized in the emergency room at RSU Royal Prima Medan, there is an influence of the hospital image on the decision to choose treatment for patients planning to be hospitalized at the emergency room at RSU Royal Prima Medan, there is an influence of service quality on the decision to choose treatment at For patients planning to be hospitalized in the emergency room at RSU Royal Prima Medan, there is an influence of the marketing mix, hospital image, and quality of service on the decision to choose treatment for patients planning to be hospitalized at the emergency room at RSU Royal Prima Medan simultaneously or together. The independent variable in this study that has the most influence on the decision to choose treatment for patients planning to be hospitalized in the emergency room at RSU Royal Prima Medan is the marketing mix variable (X1).