Hubungan Bauran Pemasaran dengan Loyalitas Pasien: Literature Review
The Relationship Between Marketing Mix and Patient Loyalty: Literature Review
Abstract
Introduction: This research explores the relationship between the marketing mix (7Ps) and patient loyalty in the context of healthcare, particularly in outpatient units of hospitals in Indonesia. A deep understanding of factors influencing patient loyalty provides valuable insights for healthcare service managers.
Objective: The main objective of this study is to identify and analyze the relationship between marketing mix elements, including product, price, promotion, place, process, people, and physical evidence, with patient loyalty in the hospital environment. The research also aims to provide insights into key factors influencing patients' decisions to revisit healthcare services
Method: Using a systematic review approach following the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) guidelines, the study conducted searches on Scopus and Google Scholar databases, considering articles published between 2018 and 2023. Twelve articles meeting inclusion criteria were identified and analyzed
Result: Research findings indicate a positive correlation between specific elements of the marketing mix and patient loyalty, emphasizing their significance in influencing patients' decisions to reuse healthcare services. Key influencing factors include service performance, responsiveness, adherence to standard timelines, and advertising.
Conclusion: The study confirms the importance of specific marketing mix elements in shaping patient loyalty in hospitals. Location, promotion, personnel, and physical evidence emerge as key elements for hospitals to focus on in enhancing patient loyalty. Practical recommendations are provided as guidance for hospital managers to improve these aspects and enhance the overall patient experience.
References
A. Yulyandhika AH, Indar and . A. Arifin, "Hubungan Antara Bauran Pemasaran Dengan Loyalitas Pasien Di Rawat Inap RSUD Syekh Yusuf Kabupaten Gowa," Jurnal MKMI, pp. 117-123, 2014.
M. Amalia, A. K. Musyawir, K. Madesan and D. Ekawaty, "Hubungan Bauran Pemasaran Dengan Loyalitas Pasien Rawat Inap Di Rumah Sakit Stella Maris Makassar," Public Health and Medicine Journal, vol. 1, no. 2987-0054, pp. 23-31, 2023.
C. Permatasari, R. E. Sari, A. A. Mecarisce, A. Solida and . R. Wardiah, "Hubungan Presepsi Bauran Pemasaran Dengan Loyalitas Pasien Rawat Jalan Di Rumah Sakit Umum Kambang Jambi Tahun 2022," Malahayati Nursing Journal, vol. 4, no. 2655-4712, pp. 2925-2936, 2022.
Y. S. Hayati, C. Sandra and Y. T. Herawati, "Hubungan Antara Bauran Pemasaran Dengan Loyalitas Pasien Rawat Jalan Di Rumah Sakit Daerah Kalisat Kabupaten Jember Tahun 2017," Jurnal IKESMA, vol. 14, 2018.
Leawaty and S. Wahyu , "Hubungan Bauran Pemasaran (Marketing Mix) Dengan Loyalitas Pelanggan: Systematic Revew," Jurnal Administrasi Rumah Sakit, vol. 5, pp. 16-24, 2018.
T. Safitri, . R. P. Lita and A. . S. Putra, "Hubungan Outcome Quality, Integration Quality, Peer-To-Peer Quality, Hospital Brand Image, Kepuasan dan Loyalitas Pasien," Jurnal Human Care, vol. 5, no. 2528-665X, pp. 250-264, 2020.
G. Tambajong, "Bauran Pemasaran Dengan Pengaruhnya Terhadap Penjualan Sepeda Motor Yamaha Di PT Sarana Niaga Megah Kerta Manado," Jurnal EMBA, vol. 1, no. 2303-1174, pp. 1291-1301, 2013.
A. F. Sari, E. Zelfino, I. S. Mustikawati and E. Veronika, "Hubungan Bauran Pemasaran (Marketing Mix) 7P (Product, Price, Promotion, Place, Process, People, Physucal Evidence) Dengan Loyalitas Pasien Di Unit Rawat Jalan Rumah Sakit St. Carolus Summarecon Serpong Tahun 2021," Jurnal Kesehatan Masyarakat Mulawarman, vol. 5, no. 2686-3601, 2023.
S. Windarti, M. A. Samad and R. D. Pratiwi, "Analisis Pengaruh Bauran Pemasaran (Marketing Mix) Terhadap Penggunaan Pelayanan Rawat Jalan Di RSUD Haji Makassar Tahun 2021," Public Health and Medicine Journal (PAMA), vol. 1, pp. 1-12, 2023.
D. Y. Farantika, E. Witcahyo and . S. Utami, "Association between Marketing Mix and Decision Process for Choosing," Unnes Journal of Public Health, vol. 8, no. 2584-7604, pp. 11-15, 2019.
A. Setianingsih and P. Rahayu, "Hubungan Bauran Pemasaran dan Layanan Pelanggan Dengan Loyalitas Pasien," Jurnal Ilmu Kesehatan Masyarakat, vol. 7, pp. 51-62, 2018.
M. . A. Amin, Anwar and Haeruddin, "Pengaruh Bauran Pemasaran Jasa Terhadap Minat Kembali Pasien Non Asuransi Di Poli Rawat Jalan Rumah Sakit Umum Daerah Daya Kota Makassar," Jurnal Mitrasehat, vol. VIII, no. 2089-2551, pp. 479-488, 2018.
Nurmawaddah, D. Ekawaty and Y. Insani, "Hubungan Bauran Pemasaran (Marketing Mix) Dengan Pemanfaatan Ulang Pelayanan Di Unit Rawat Jalan RSIA Pertiwi Makassar," Jurnal Penelitian Kesehatan Pelamonia Indonesia, vol. 03, no. 2654-9921, pp. 46-52, 2020.
D. Indraswati, Haeruddin and A. Asrina, "Pengaruh Bauran Pemasaran Terhadap Kepuasan Pelayanan dan Minat Berkunjung Kembali Pasien Umum Di Rawat Jalan RSUD Labuang Baji Makassar Tahun 2022," Journal of Muslim Community Health (JMCH), vol. 4 , no. 2774-4590, pp. 211-221, 2023.
W. . I. Sary, A. R. Rusyidi and A. Baharuddin, "Pengaruh Hubungan Bauran Pemasaran Terhadap Kunjungan Ulan Pasien Rawat Jalan di RSUD Regional Provinsi Sulawesi Barat," Journal of Muslim Community Health (JMCH), vol. 4, no. 2774-4590, pp. 15-29, 2023.
M. Sukman, Haeruddin and Sumiaty, "Pengaruh Bauran Pemasaran Terhadap Keputusan Pasien Memilih Rawat Jalan RSIA Malebu Husada Tahun 2022," Journal of Muslim Community Health (JMCH), vol. 4, no. 2774-4590, pp. 157-170, 2022.
Y. . S. Hayati, C. Sandra and Y. T. Herawati, "Hubungan Antara Bauran Pemasaran Dengan Loyalitas Pasien Rawat Jalan Di Rumah Sakit Daerah Kalisat Kabupaten Jember Tahun 2017," Jurnal IKESMA, vol. 14, pp. 45-56, 2018.
N. Azizah and B. . B. Raharjo, "Pengaruh Bauran Pemasaran terhadap Proses Keputusan Pasien Memilih Layanan Kesehatan," Higeia Journal Of Public Health, vol. 4, no. 1475-222656, pp. 189-200, 2020.
C. Permatasari, R. E. Sari, A. A. Mecarisce, A. Solida and . R. Wardiah, "Hubungan Presepri Bauran Pemasaran Dengan Loyalitas Pasien Rawat Jalan Di Rumah Sakit Umum Kambang Jambi Tahun 2022," Malahayati Nursing Journal, vol. 4, no. 2655-4712, pp. 2925-2936, 2022.
Copyright (c) 2024 Dinis Sousa
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-Non Commercial License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
The content of this website is licensed under a Creative Commons Attribution-ShareAlike 4.0 International (CC BY-SA 4.0) license. 
