Analisis Faktor-Faktor yang Mempengaruhi Kepuasan dan Loyalitas Pasien Hipertensi di Rumah Sakit Elizabeth Situbondo Berdasarkan Bauran Pemasaran

Abstract

Hypertension was a chronic disease often referred to as a silent killer because it did not show early symptoms but could lead to serious complications. In Situbondo Regency, the number of hypertension patient visits at Elizabeth Hospital had continued to increase; however, the decline in the Patient Satisfaction Index indicated issues in service quality. Various patient complaints regarding limited facilities, long waiting times, and poor communication created a risk to patient loyalty. This study aimed to analyze the influence of the 7P marketing mix on patient satisfaction and loyalty through improved quality of health care services. This quantitative study employed a cross-sectional design and involved 250 respondents selected using quota sampling. The research instrument was an interval-scaled questionnaire, and data were analyzed using Partial Least Square-Structural Equation Modeling (PLS-SEM) through the SmartPLS 4.0 application. The results showed that Price (p = 0.049), Promotion (p = 0.000), and Physical Evidence (p = 0.000) had a significant effect on Quality of Health Care, while Promotion (p = 0.003) and People (p = 0.000) significantly affected Patient Satisfaction. Patient Satisfaction also had a significant influence on Patient Loyalty (p = 0.000). Based on these findings, it was recommended that the hospital strengthen service quality by focusing on human resource development and optimizing promotional strategies to be more effective and communicative.