Darmawansyah

THE EFFECT OF MARKETING MIXTURE ON PATIENTS LOYALTY IN INPATIENT ROOM OF HAJI REGIONAL PUBLIC HOSPITAL, MAKASSAR IN 2017

Hospitals compete with each other in providing health services to the community. The aim of the research was to determine the factors affecting marketing mixture on patientss’ loyalty in inpatient room of haji Regional Public Hospital Makassar. The research was an analitic survey with cross sectional study approach. The populations were all patients in inpatient room of Haji Regional Public Hospital, Makassar. The sample consisted of 208 patients selected using purposive samling method. The data were analyzed using chi square multiple logistic regression analyses. The result of the research indicate that there is an effect of product (p=0.00), place (p=0.00), price (p=0.00), promotion (p=0.006), people (p=0.001), customer service (p=0.00), and performance (p=0.00) variables. There is no effect of professional variable (p=0.124) and process (p=0.485). The result of multiple logistic regression test indicates that product is the most influencing variable on patients’ loyalty in inpatient room of Haji Regional Public Hospital, Makassar.