ANALISIS BAURAN PEMASARAN POLIKLINIK EKSEKUTIF RUMAH SAKIT DR.HASRI AINUN HABIBIE BERDASARKAN PROFESI

Alifia Ayu Delima

doi:10.53363/buss.v2i2.54

Authors

Alifia Ayu Delima Universitas Islam Negeri Alauddin Makassar

DOI:

https://doi.org/10.53363/buss.v2i2.54

Keywords:

marketing mix, executive policlinic, profession, profesi, poliklinik eksekutif, Bauran pemasaran

Abstract

The marketing mix is ??marketing activities carried out in an integrated manner, which is carried out simultaneously among the elements in the marketing mix itself. According to Lovelock and Wright, in service marketing, the 4P instruments developed into 7Ps, namely product, price, place, promotion, people, process, and physical evidence. The executive polyclinic is one of the hospital's marketing strategies to achieve profit and existence in the community. There are many factors that influence consumer buying behavior, one of which is a personal factor, namely one's profession. The purpose of this study was to analyze the marketing mix of the executive polyclinic of Dr. Hasri Ainun Habibie Parepare Hospital based on profession. The method used is analytic observational with a cross sectional approach. The MANOVA test was conducted to see differences in demographic characteristics in influencing the dimensions of the marketing mix. The results of this study indicate that the responses of respondents by profession differ significantly in the dimensions of product, price, place, promotion, process, and physical evidence

Downloads

Download data is not yet available.

References

Cahyono, D., dan Kusumaningrum., 2016. Pengaruh Faktor – Faktor Individu dan Bauran Pemasaran Terhadap Keputusan Pembelian Obat Lewat Resep pada Apotik Rawat Jalan di Instalasi Farmasi Rumah Sakit Jember Klinik. J. Sains Manaj. dan Bisnis Indones. 6, 120–132.

Farantika, D.Y., Witcahyo, E., Utami, S., 2019. The Association between Marketing Mix and Decision Process for Choosing Outpatient Health Services. Unnes J. Public Heal. 8. https://doi.org/10.15294/ujph.v8i1.23049

Farnesia, L., Roessali, W., Santosa, S.I., 2017. ANALISIS PENGARUH PROMOSI DAN KARAKTERISTIK KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN TEH CELUP WALINI DI KOTA BANDUNG. Agrisocionomics J. Sos. Ekon. Pertan. 1. https://doi.org/10.14710/agrisocionomics.v1i1.1640

KEMENKES, 2016. Peraturan Menteri Kesehatan Republik Indonesi Nomor 11 Tahun 2016 Tentang Penyelenggaraan Pelayanan Rawat Jalan Eksekutif Di Rumah Sakit. Indonesia. Indonesia.

Lovelock, C.H., and L.K.W., 1999. Principles of Service Marketing and Management. Prentice Hall Inc, New Jersey.

Priyobodo, D.I., Sulistiadi, W., 2021. Strategi Segmenting, Targeting, Positioning dan Bauran Pemasaran pada RS X dalam Mengembalikan Kepercayaan Pasien saat Pandemi Covid-19: Literature Review. MPPKI Media Publ. Promosi Kesehat. Indones. 2, 56–61.

Retnaningtyas, S., woro utami, E., Hasyim, M., 2016. Persepsi Pasien terhadap Bauran Pemasaran Rumah Sakit dan Pilihan Rumah Sakit. J. Kedokt. Brawijaya 29, 305–309. https://doi.org/10.21776/ub.jkb.2016.029.03.12

Rouzbahani M.T., M Rezai., AA Goudarzi., S., Naghibi., 2013. The effect of individual factors on consumers’ purchasing decisions. J. Basic Applid Sci. Res. 3, 1149–1156.

Swastha, Basu, Hani, H., 2011. Manajemen Pemasaran - Analisis Perilaku Konsumen., 6th ed. BPFE