PENGARUH BAURAN PEMASARAN DAN SEGMENTASI PASAR TERHADAP MINAT KUNJUNGAN ULANG PASIEN MELALUI KUALITAS PELAYANAN RAWAT JALAN DI RSUD BESUKI KABUPATEN SITUBONDO

Abstract

The purpose of this study is to analyze the effect of marketing mix and market segmentation on the interest in repeat visits of outpatients through the quality of service at Besuki Regional Hospital. This study is an explanatory study conducted at Besuki Regional Hospital, Situbondo Regency. The population of this study was all outpatients at Besuki Regional Hospital with a sample of 100 people. The sampling technique used was incidental sampling / accidental sampling. The independent variables in this study are marketing mix and market segmentation. The dependent variable is the interest in repeat visits of patients, and the variable of service quality as an intervening variable. This study analyzes the relationship between marketing mix and segmentation through service quality on the interest in repeat visits of patients using the SEM-PLS method. The results of the study showed that the marketing mix and market segmentation did not have a significant effect on the intention to revisit, service quality had a significant effect on the intention to revisit, the marketing mix and market segmentation had a significant effect on the quality of service, and the market mix and segmentation through service quality did not have a significant effect on the intention to revisit outpatients.