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Konseptualisasi Pemasaran Syariah pada Rumah Sakit Islam di Pulau Jawa: Scoping Review Terhadap Integrasi Nilai Muamalah dalam Bauran Jasa Kesehatan
Abstract
Riset ini memetakan serta mengidentifikasi bermacam pendekatan pemasaran yang diaplikasikan guna mendongkrak kinerja institusi kesehatan melalui metode tinjauan literatur (scoping review). Kajian ini menelaah 10 literatur ilmiah berbasis akses terbuka yang sesuai dengan syarat inklusi. Hasil analisis memaparkan bahwa taktik pemasaran yang paling sering dipraktikkan mencakup bauran pemasaran (7P), peningkatan mutu pelayanan, pemasaran berbasis digital, pemasaran relasional, serta pemasaran Islami. Berbagai taktik tersebut terbukti mampu menaikkan tingkat kepuasan, loyalitas pelanggan, reputasi institusi, hingga frekuensi kunjungan pasien, yang mana semuanya merupakan tolok ukur utama dari kesuksesan rumah sakit. Lebih lanjut, pemasaran berskala syariah menyumbang nilai plus bagi rumah sakit bernapas Islam melalui pengamalan asas kejujuran, sikap amanah, keterbukaan, serta pemberian layanan yang berpegang teguh pada syariat. Kesimpulan riset ini turut menyoroti bahwa publikasi tentang pemasaran Islami di rumah sakit berlabel Islam masih terbilang minim jika disandingkan dengan literatur pemasaran fasilitas kesehatan pada umumnya.
Kata Kunci: Strategi pemasaran, pemasaran syariah, kinerja rumah sakit, loyalitas pasien, scoping review
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DOI: https://doi.org/10.52643/marsi.v10i4.9832
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