ABSTRACT

RATIH ENDANG WAHYUNI.Marketing mix relationship with the loyalty of

inpatients at the Baubau regional public hospital.(Guided by Taswin and
Andi Yaumil Bay R. Thaifur)
Marketing mix at the Baubau city general hospital, the product in
the form of service is not maximal because patients are often late in
receiving service. The purpose of this study was to determine the
relationship of marketing mix with the loyalty of hospitalized patients at the
Baubau city general hospital.
Type of research used was quantitative with cross sectional
approach. The number of population was 7119 people.Samples in this study
were 99 people taken by using accidental sampling technique. Data
collection was through primary data with using questionnaire and doing
direct observation and secondary data. Processing and data analysis was
with using SPSS program with univariate and bivariate data analysis.
Research outcomes showed that there is correlation between
products (p value = 0,002 < 0,05), place (p value = 0,004 < 0,05), people
(p value = 0,037 < 0,05), process (p value = 0,000 < 0,05), physical
evidence (p value = 0,001 < 0,05) with the loyalty of hospitalized patients
at the Baubau city regional general hospital.
The conclusion of this study is that there is a marketing mix
relationship with the loyalty of hospitalized patients at the Baubau city
general hospital.

Keywords : Marketing mix, Patient Loyalty

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