The Relation of Mixed Marketing with Patient Loyality in Syekh Yusuf Gowa General Hospital

Abstract

It is important for hospitals to have the right marketing strategy, with marketing programs conducted
can improve the quality of service, with good service quality, it will be able to satisfy customers so that
customers will be loyal. This study aims to determine the relationship between the mixed marketing with
patient loyalty in the Syekh Yusuf Gowa Regional Hospital. This type of research is an observational study
with a cross sectional study approach. The population in this study were all inpatients who used services
at the SyekhGowa Regional General Hospital in a amonth. The sampling method was done by accidental
sampling, which is 114 respondents. Data analysis in this research was carried out by testing hypotheses
through the correlation test method. Bivariate analysis with correlation test shows that there is a relationship
between the mixed promotion (P = 0,000), mixed service provider (P = 0,000), mixed physical facility (P =
0.012) and patient loyalty, but there is no relationship between the mixed process (P = 0.064) with patient
loyalty. So, there is a relationship between the mixed marketing of promotion, mixed marketing of service
presenters, mixed marketing of physical facilities and patient loyalty.