Electronic Theses and Dissertation

PROGRAM STUDI MAGISTER KESEHATAN MASYARAKAT
FAKULTAS KESOKTERAN UNIVERSITAS SYIAH KUALA

Tesis, Mei 2022
Rizki Anjar Pinanggih

Pengaruh Marketing Mix Terhadap Retensi Pasien Di Rumah Sakit Umum Daerah (RSUD) Datu Beru Takengon

150 Halaman +22 Tabel + 2 Gambar + 12 Lampiran

ABSTRAK
Latar Belakang: Retensi pasien sebagai pelanggan rumah sakit sangat penting untuk instansi yang memberi pelayanan dalam hal ini rumah sakit, namun sering diabaikan. Beberapa kajian menyebutkan bahwa retensi pasien dapat ditingkatkan dengan adanya bauran pemasaran (marketing mix) oleh pihak manajemen rumah sakit Metode Penelitian: Jenis penelitian adalah observasional dengan menggunakan rancangan Cross sectional. Populasi dalam penelitian ini meliputi pasien rawat inap di RS Datu Beru Takengon dimana besanya sampel ditentukan dengan persamaan slovin dan terpilih sebanyak 113 orang. Analisis statistik yang digunakan adalah regresi logistic. Hasil : Terdapat pengaruh dimensi produk (product), tempat (place), tenaga kesehatan (people) dan proses pelayanan (process) terhadap retensi pasien di RSUD Datu Beru Takengon (p≤0,05). Tidak terdapat pengaruh dimensi promosi (promotion) dan tampilan fisik (physical) terhadap retensi pasien di RSUD Datu Beru Takengon (p>0,05). Kesimpulan: Faktor yang paling dominan terhadap retensi pasien di RSUD Datu Beru Takengon adalah proses pelayanan
Kata Kunci : marketing mix, retensi pasien

Daftar Pustaka : 40 buku+24 Jurnal Penelitian (2013-2021)

STUDY PROGRAM OF MASTER OF PUBLIC HEALTH FACULTY OF MEDICINE OF UNIVERSITAS SYIAH KUALA Thesis, May 2022 Rizki Anjar Pinanggih The Effect of Marketing Mix on Patient Retention at Datu Beru Regional General Hospital (RSUD) of Takengon 150 Pages +22 Tables + 2 Pictures + 12 Appendices ABSTRACT Background: Retention of patients as hospital customers is very important for agencies that provide services, in this case, the hospital, but it is often neglected. Several studies state that patient retention can be increased through a marketing mix by the hospital management. Research Methods: This research is an observational study with a cross-sectional design. The population in this study included inpatients at Datu Beru Hospital of Takengon, where the Slovin equation determined the sample size and 113 people were selected. The statistical analysis used was logistic regression. Result: There is an effect of the dimension of the product (product), place (place), health personnel (people) and service process (process) on patient retention at Datu Beru Regional General Hospital (RSUD) of Takengon (p≤0.05). There is no influence of the promotion dimension and physical appearance on patient retention at Datu Beru Regional General Hospital (RSUD) of Takengon (p>0.05). Conclusion: The most dominant factor in patient retention at Datu Beru Regional General Hospital (RSUD) of Takengon is the service process Keywords : marketing mix, patient retention Bibliography : 40 books+24 Research Journals (2013-2021)