Analisis Bauran Pemasaran Terhadap Peningkatan Jumlah Kunjungan Pasien Rawat Jalan pada Rumah Sakit Umum Universitas Kristen Indonesia (RSU UKI)

Abstract

Based on data on outpatient visits, it is found that the number of referral patients from almost all sub-district health centers in the RSU UKI area has increased and decreased quite significantly. This needs to be considered to increase creativity and innovation in promotion to the community. This study aims to determine the relationship between the marketing mix and the increase in outpatient visits at the Christian University of Indonesia General Hospital. This research method is a mix method with quantitative data taken from the results of questionnaires on outpatients and qualitative data obtained from interviews and observations of researchers on marketing unit staff. The results of this study there is a Sig value. <0.005 between outpatient visits(Y) and all 7P’s component (X)  with a correlation coefficient spread between 0.390 to 0.715. The results of the interview are divided into 3, namely insight, implementation, and challenges in implementing the marketing mix at UKI RSU. The conclusion of this study is that the marketing mix is strongly related to outpatient visits at RSU UKI.