PENGARUH BAURAN PEMASARAN, PEMASARAN INTERNAL DAN ORIENTASI KONSUMEN TERHADAP KEPUASAN PASIEN RUMAH SAKIT UMUM DAERAH H. ABDUL MANAP KOTA JAMBI
DOI:
https://doi.org/10.22437/jmk.v11i01.17269Abstract
Penelitian ini bertujuan menganalisis pengaruh variable bauran pemasaran, pemasaran internal dan orientasi konsumen terhadap variable kepuasan pasien pada Rumah Sakit Umum Daerah H. Abdul Manap Kota Jambi, baik secara silmultan maupun secara parsial. Populasi penelitian adalah seluruh pasien yang pernah mendapatkan pelayanan sedangkan sampelnya diambil dengan menggunakan teknik purposive sampling. Data diambil dengan perangkat berupa kuesioner tertutup. Dalam penelitian ini menggunakan metode kuantitatif dan alat analisis data yang dipakai adalahanalisis regresi linier berganda. Hasil penelitian menyimpulkan bahwa variable bauran pemasaran, pemasaran internal dan orientasi konsumen secara simultan dan parsial berpengaruh signifikan terhadap kepuasan pasien. Adapun variabel yang berpengaruh dominan terhadap kepuasan pasien adalah variable bauran pemasaran
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