THE EFFECT OF MARKETING MIX ON PATIENT SATISFACTION IN THE REGIONAL TECHNICAL IMPLEMENTATION UNIT OF THE REGIONAL HEALTH LABORATORY OF BONDOWOSO DISTRICT

Abstract

Laboratory services are an integral part of health services that are needed to support health
improvement, prevention, treatment, as well as health restoration. UPTD Labkesda
Bondowoso is a Health Laboratory that plays a role in health development services as
Community Health Efforts (Indonesian: UKM) and Individual Health Efforts (Indonesian:
UKP) to support various health programs. UPTD Labkesda Bondowoso needs to improve its
marketing strategy in providing satisfaction for patients. This research aims to determine the
effect of the marketing mix (product, price, place, people, promotion, process, and physical
evidence) on the satisfaction of patients receiving services from the UPTD Labkesda,
Bondowoso District. This research is descriptive quantitative research. The analytical
methods used are linear regression analysis, classical assumption test (multicollinearity test,
heteroscedasticity test, and normality test). Data collection is done by using observation,
questionnaires, and direct interviews. The number of samples is 357 and the number of
populations is about 3,320 patients in several hospitals in Bondowoso District. This research
uses the Product, Price, Place, People, Promotion, Process and Physical Evidence as the
independent variables and patient satisfaction as the dependent variable. The results show
that product, Price, Place, People, Promotion, Process, and Physical Evidence have a
simultaneous effect on patient satisfaction. Partially, Product, Price, Place, People, and
Physical Evidence have no significant effect on patient satisfaction. The Promotion is the
only variable that has a significant effect on patient satisfaction.