Strategi Bauran Pemasaran Pada Masa Jaminan Kesehatan Nasional (JKN) Terhadap Keputusan Pasien Memilih Layanan di RSUD Asa Kota Depok

Abstract

Marketing mix strategy is one of the approaches used to improve service quality and attract patients. The condition of RSUD as a new government hospital, with types of specialist doctor services and health service facilities that are not yet complete and the condition of bed occupancy is still low, so it requires a marketing strategy to increase patient visits to RSUD ASA Depok. This study aims to analyze the effect of marketing mix strategies consisting of products, prices, promotions, places, people, processes, and physical facilities on patient decisions in choosing health services at RSUD ASA. The research method used is quantitative analytic with a cross-sectional design, involving 125 respondents who are outpatient and inpatient service users at RSUD ASA who provided data through interviews and questionnaires. The results showed that the majority of respondents were female and came from Depok. Data analysis using SPSS. The results of the logistic regression analysis of the product variables (X1), price (X2), promotion (X3), and process (X6) have a significant influence on patient decisions (Y) in choosing health services. The product factor has the highest average value, indicating that the availability of complete medical services influences patient decisions. The location of RSUD ASA is difficult to reach and medical personnel need to improve in friendliness and service. Respondents feel that the physical facilities at RSUD ASA are comfortable, but still need improvement. The conclusion of this study is that the marketing mix strategy significantly influences patient decisions in choosing health services at RSUD ASA, Depok City. Therefore, improving facilities, location accessibility, and human resource quality are the main recommendations for increasing the hospital's competitiveness in attracting