The Relationship Between the Marketing Mix and the Desire for Repeat Visits by Outpatients at Hermina Hospital Pekalongan

Naili Rizqiyyah Rizqiyyah; Yuniarti Yuniarti; Teguh Irawan Teguh Irawan; Ardiana Priharwanti Ardiana Priharwanti

doi:10.59890/ijist.v3i7.105

Authors

Naili Rizqiyyah Rizqiyyah Universitas Pekalongan
Yuniarti Universitas Pekalongan
Teguh Irawan Universitas Pekalongan
Ardiana Priharwanti Universitas Pekalongan

DOI:

https://doi.org/10.59890/ijist.v3i7.105

Keywords:

Marketing Mix, Revisit, Outpatient.

Abstract

Hermina Pekalongan Hospital, a new private hospital in Pekalongan City, faces challenges in maintaining outpatient loyalty. A marketing strategy using the 7Ps (product, price, promotion, place, people, process, physical evidence) is expected to influence patients' decisions to revisit. This study analyzes the relationship between marketing mix elements and patients' willingness to return. Using a quantitative cross-sectional design, 140 respondents from 14 polyclinics were selected. Data from questionnaires and interviews were analyzed with chi-square and logistic regression. Most patients had positive views on product quality and physical facilities, but rated price and promotion lower. Significant relationships were found between price, health workers, service processes, and physical facilities with willingness to revisit (p < 0.005), supported by multivariate results. The marketing mix significantly affects patients' intention to return. The hospital should improve affordability, promotions, service quality, and staff professionalism.

Author Biographies

Yuniarti, Universitas Pekalongan

Lecturer of the Public Health Study Program, Faculty of Health Sciences, University of Pekalongan

Teguh Irawan, Universitas Pekalongan

Lecturer of the Public Health Study Program, Faculty of Health Sciences, University of Pekalongan

Ardiana Priharwanti, Universitas Pekalongan

Lecturer of the Public Health Study Program, Faculty of Health Sciences, University of Pekalongan

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