The Effect of Implementing Marketing Mix Strategy on Increasing the Number of Outpatients at Gunung Tua Regional Hospital North Padang Lawas
Article Sidebar
Main Article Content
Abstract
This study observes the effect of implementing marketing strategies using marketing mix on increasing the number of outpatients. The purpose of this study was to determine the effect of marketing mix on increasing the number of patients and to determine which variables in the marketing mix have a direct effect on increasing the number of outpatients at RSUD Gunung Tua Hospital. This study is a non-experimental study with a purposive/purposive sampling approach. The number of samples in this study was 50 people and sampling was carried out by purposive/purposive sampling. The data were analyzed using the validity and reliability test method for each questionnaire item, multiple regression analysis, t-test, and F-test. From the questionnaire test, the results of each question item were valid and reliable, and by using multiple regression analysis through t-test and F-test, the results of significance <0.05 were obtained. This shows that partially or simultaneously all independent variables have an effect on the dependent variable, meaning that the effect of implementing strategies using Marketing Mix has an effect on increasing the number of outpatients. Based on multiple regression analysis, it is known that there is an influence of the implementation of the strategy using Marketing Mix on the increase in the number of outpatients, so that it is possible to improve the quality of patient health services, in the outpatient unit of RSUD Gunung Tua Padang Lawas Utara. The conclusion of this study is that simultaneously or together it shows that the implementation of the concept with Marketing Mix consisting of products, prices, places and promotions together on the increase in the number of outpatients at RSUD Gunung Tua Padang Lawas Utara Hospital. Based on partial testing, the Product Variable has an influence on the increase in the number of patients.
Article Details
References
Angipora, Marius, SE, 2002, Marketing Basics. Second edition, rajagrafindo persada, Jakarta.
Aritonang R, Lerbin R. 2005. Customer Satisfaction (Measurement and Analysis With
SPSS). Jakarta: Publisher PT Gramedia Pustaka Utama
Harjono, Boedhi, 2000, Outlines of Research Methodology. Jakarta, Balai Pustaka.
Maedini Evi, 2005, Implementation of Marketing Strategy in Increasing the Number of Patients at Tamiang Layang Regional General Hospital, Central Kalimantan (Unpublished Thesis).
Gaspez, Vincent, 1991. “Sampling Techniques for Survey Research”. Bandung, Tarsito.
Kotler, Philip, 1994, Marketing Management; Planning and Control Analysis, Sixth Edition, Erlangga, Jakarta.
Kotler, Philip, 2000, Marketing Management, Millennium Edition, Prenhallindo, Jakarta.
Kotler, Philip, 2005, Marketing Management, Eleventh Edition, Prenhall, Jakarta.
Nur Indriantoro, & Supomo, B, 1999, Business Research Methods for Accounting & Management, First Edition, North Padang Lawas: BPFE UGM.
Notoatmojo, Soekidjo, 2005, Research Methodology, Third Printing, Rineka Cipta, Jakarta.
Riwidikdo, Handoko, 2006, Health Statistics, Mitra Cendikia Press, North Padang Lawas.
Sabarguna, Boy S, 2004, Hospital Marketing Analysis, Central Java - DIY Islamic Hospital Consortium, North Padang Lawas.
Sabarguna, Boy S, 2005, Hospital Marketing Analysis, Central Java - DIY Islamic Hospital Consortium, North Padang Lawas.
Sastroasmoro, Sudigdo & Ismael., 2002. Basics of Clinical Research Methodology (2nd Edition)., Sagung Seto, Jakarta.
Sugiyono, 2000, Business Research Methods, second printing, Bandung: CV ALFABETA.
Sugiyono, 2001, Research Statistics, first edition, Bandung: CV ALFABETA.
Supriono, RA, 1998, Strategic Management and Business Policy, North Padang Lawas: BPFE UGM Stanton, William, 1996., translated by Lamarto, Yohanes, Marketing Principles 1, Erlangga, Jakarta.
Swastha DH, Basu, 2000, Marketing Management: Consumer Behavior Analysis, BPFE, North Padang Lawas
Swastha DH, Basu, 2005, Modern Marketing Management, Liberty, North Padang Lawas.
Tjiptono, Fandy, 1997, Marketing Strategy, Second Edition, Andi Offset, North Padang Lawas.
Wardana, Wisnu, 2004, The Influence of Promotion Mix on Increasing the Number of Bank Customers: A Case Study of PD. BPR BKK, Bendosari District, Sukoharjo Regency. (Unpublished Thesis).