BAURAN PEMASARAN PADA PENGAMBILAN KEPUTUSAN PEMANFAATAN INSTALASI RAWAT JALAN PT. NUSANTARA MEDIKA UTAMA (RS. JEMBER KLINIK)

Abstract

Marketing mix is the operation of hospitals which are specifically linked to the behavior of the patient to perform service utilization. The objectives of these study research was determine consumer behavior, especially outpatient implementation of marketing mix in the on outpatient utilization decisions in Jember Klinik hospital by using descriptive method. The results of the study showed that marketing mix is developed by the hospital accordance with the objectices installation outpatient, however hospitals need to pay attention to the product mix, price mix, and mix those places. The patient's perceptions and attitudes toward the product, place, people or employee and service processes also predisposing factor to facilitate in the decisionmaking

process of patients who use outpatient installation. Suggestions for the hospital is set up practice for the patient to more freely choose the services that will be vied, set the hospital payment system physician, especially for spescialist and expand the parking area for the comfort and safety of patient.