The Relationship Between The 7P Marketing Mix Strategy And The Decision To Choose Outpatient Services At Hospital X In Bogor Regency
DOI:
https://doi.org/10.37012/jik.v18i2.3435Keywords:
Healthcare, Hospital, Marketing Mix, Outpatient Services, Patient Decision-Making.Abstract
The increasing competition among healthcare facilities requires the optimization of marketing strategies to influence patients’ decisions in selecting outpatient services. This study aims to analyze the relationship between the 7P marketing mix strategy and patients’ selection decisions. A quantitative approach with a cross-sectional analytical design was conducted in January 2025 at a private type C hospital in Cileungsi District, Bogor, involving 53 respondents selected through purposive sampling. Data were collected using a structured questionnaire and analyzed using univariate and bivariate methods with Fisher’s Exact Test. The results showed that most marketing mix elements were rated as poor and the majority of respondents had low selection decisions (77.4%). Bivariate analysis indicated that product (p=0.013), price (p=0.001), promotion (p=0.002), place (p=0.001), people (p=0.001), and process (p=0.001) were significantly associated with patient decisions, while physical evidence was not significant (p=0.226). It is concluded that patient decisions are more influenced by functional aspects and service experience. Therefore, optimization of the marketing mix, particularly product, price, promotion, people, and process, is recommended to improve patient decision-making in outpatient services.
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