PENGARUH BAURAN PEMASARAN TERHADAP KUNJUNGAN RUMAH SAKIT : LITERATURE REVIEW
DOI:
https://doi.org/10.31004/jkt.v4i4.22244Keywords:
Bauran pemasaran, Kunjungan, Rumah sakitAbstract
Rumah sakit di Indonesia setiap tahunnya mengalami penambahan jumlah akan menimbulkan persaingan produk dan jasa yang ketat. Marketing mix merupakan set variabel pemasaran yang digunakan oleh suatu perusahaan dalam mengejar tingkat penjualan yang ditargetkan dalam pasar. Implementasi bauran pemasaran yang efektif pada rumah sakit salah satu strategi dalam meningkatkan dampak signifikan terhadap citra lembaga dengan memanfaatkan sumberdaya secara maksimal, Rumah sakit dapat membangun citra yang positif dan bersaing dalam kualitas pelayanan yang bermutu sehingga jumlah kunjungan meningkat yang berdampak pada operasional rumah sakit tersebut. Tujuan dari literature review ini adalah mengetahui pengaruh bauran pemasaran terhadap kunjungan ke Rumah Sakit. Metode penelitian yang digunakan dalam penelitian ini dengan Systematic literature Review (SLR). Pencarian dari google scholar kemudian Artikel yang digunakan sebanyak 6 artikel yang memenuhi kriteria inklusi dan eksklusi. Berdasarkan hasil penelitian bahwa bauran pemasaran product, process, dan people menyatakan adanya pengaruh terhadap kunjungan rumah sakit, bauran pemasaran untuk promotion dan evidence 5 artikel yang hasilnya adanya pengaruh terhadap kunjungan rumah sakit, sedangkan urutan selanjutnya place hasilnya adanya pengaruh terhadap kunjungan rumah sakit, dan yang terakhir bauran pemasaran price setengah artikel yang hasilnya mempengaruhi kunjungan rumah sakit. Simpulan dalam penelitian ini adalah adanya pengaruh bauran pemasaran product, price, place, promotion, people, process, physcal evidence terhadap kunjungan rumah sakit.References
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Copyright (c) 2023 Widya Kaharani Putri, Wita Oileri Tikirik, Ruslang Ruslang, Lina Alfiyani, Asmirati Yakob, Anindita Hasniati Rahmah, Sumini Sumini, Muhammad Rafi Uzizulloh, Triaman Rifai, Efrans Budi Santoso
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