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

Abstract

Mar ke ti n g

mi x

is the ope ra ti on of

hospi tals w hich a r e

spe c ifica ll y

li n ke d to the be ha vior of

the pa ti e nt to pe rf or m se rvic e

uti li z a ti on. Th e

objec ti ve s of

t he se

stud y

re se a rc h

wa s

de ter mi ne

c onsum e r b e ha vior,

e spe c iall y

outpatient im plem e ntation of

mar ke ti ng

mi x

in the on outpatient uti li z a ti on de c isi ons in J e mber

Klini k

hospi tal

b y

using

de sc riptiv e

method.

The

re sult s of

the stud y

showe d that ma rke t ing

mi x

i s

de ve loped b y

the hospi tal a c c o rda nc e

with the

objec ti c e s inst a ll a ti on outpatient,

howe ve r hosp it a ls n e e d t o pa y

a tt e nti on to the pr o duc t mi x , pr ice

mi x , a nd mi x

tho se

plac e s. The

pa ti e nt ' s pe r c e pti ons a nd a tt it ud e s towa rd the pr oduc t, pla c e ,

p e ople

or

e mpl o y e e

a nd se rvic e

pr oc e sses a lso pr e dispo sing

f a c tor to

fa c il it a te

in the de c isi on making

pr oc e ss

of

pa ti e nts

who

use

outpatien t

inst a ll a ti on.

S ug g e sti o ns

for

the

hospi tal

is

se t

up

pr a c ti c e

for

the

p a ti e nt

to

more

fr e e l y

c hoose

the

s e rvic e s

that

will

be

vied,

se t

the

hospi tal

pa y ment

s y st e m

ph y si c ian,

e s pe c i a ll y

for

spes c ialist

a nd

ex pa nd the pa rk ing

a r e a

f or

the c omfor t and s a fe t y

of pa ti e nt.