•  
  •  
 

Abstract

Hospitals are required to provide high-quality services to increase patient visits. Over the past six months, RSI Sultan Agung Banjarbaru has experienced a decline in the number of patient visits. This study aimed to analyze the relationship between the marketing mix and hospital brand image with revisit intention. The study employed a correlational analytic design, involving an outpatient population of 107,146 patients. A total of 100 respondents were selected using purposive sampling, and data were collected through questionnaires. Data analysis was conducted using the Spearman’s Rho test. The results showed that the marketing mix and hospital brand image variables were both categorized as good, with percentages of 76% and 74%, respectively. Meanwhile, respondents’ revisit intention was categorized as interested, with a percentage of 97%. The Spearman’s Rho test showed no significant relationship between the marketing mix and revisit intention (p-value = 0.704), whereas hospital brand image had a statistically significant but weak relationship with revisit intention (p-value = 0.004). It can be concluded that revisit intention is not influenced by the marketing mix but is associated with hospital brand image. Therefore, hospitals are recommended to optimize other factors such as loyalty, satisfaction, brand equity, service quality, and patient experience to enhance revisit intention.

References

Citra, N.P. et al. (2024) ‘Pengaruh Marketing Mix 7P Terhadap Minat Kunjungan Ulang Pasien Rawat Jalan Pada UPT RSUD Labuang Baji Dinas Kesehatan Tingkat I Prov. Sulawesi Selatan’, MULTIPLE: Journal of Global and Multidisciplinary, 2(11). Available at: https://journal.institercom-edu.org/index.php/multiple/article/view/670.

Fiqri, A., Syahidin, Y. and Hidayati, M. (2022) ‘Perancangan Sistem Informasi Kunjungan Pasien Rawat Jalan Berbasis WEB’, Jurnal SAINTEKOM, 12(1), pp. 81–91. Available at: https://doi.org/10.33020/saintekom.v12i1.225.

Fitriana, N.A., Jafar, N. and Batara, A.S. (2024) ‘Pengaruh Persepsi Bauran Pemasaran Terhadap Minat Kunjungan Ulang Pasien di Poli Gigi RSUD dr. La Palaloi Kabupaten Maros Tahun 2024’, Journal of Aafiyah Health Research (JAHR), 5(1), pp. 415–427. Available at: https://pasca-umi.ac.id/index.php/jahr/article/view/1836.

Ghabban, M. (2025) ‘The Impact of Marketing Mix (7Ps) on Customer Satisfaction in the Healthcare Sector’, International Journal of Healthcare Information Systems and Informatics, 20(1), pp. 1–30. Available at: https://doi.org/10.4018/IJHISI.369155.

Ginting, C.N., Kurnia, M.A. and Putra Zai, Z.J. (2023) ‘The Influence of Service Marketing Mix on the Revisitation Intention of BPJS Inpatient Patients at Royal Prima Marelan General Hospital’, International Journal of Multidisciplinary Research and Analysis, 06(10). Available at: https://doi.org/10.47191/ijmra/v6-i10-22.

Górska-Warsewicz, H. (2022) ‘Consumer or Patient Determinants of Hospital Brand Equity—A Systematic Literature Review’, International Journal of Environmental Research and Public Health, 19(15), p. 9026. Available at: https://doi.org/10.3390/ijerph19159026.

Hasanah, R.I., Meutia, M. and Lutfi, L. (2024) ‘The Mediating Role of Emotional Satisfaction and Patient Trust in The Relationship Between Service Quality and Revisit Intention’, International Journal of Social Service and Research, 4(10). Available at: https://doi.org/10.46799/ijssr.v4i10.1037.

Himawan, I.M.F.S., Purwadhi, P. and Suwardhani, A.D. (2024) ‘Strategi Pemasaran Klinik Pratama Mutiara Bunda Tabanan berbasis SWOT untuk Meningkatkan Kunjungan Pasien’, Metta : Jurnal Ilmu Multidisiplin, 4(4), pp. 94–110. Available at: https://doi.org/10.37329/metta.v4i4.3590.

Jak, Y., Cokro, S. and Rumengan, G. (2024) ‘Hubungan Brand Image Terhadap Minat Kunjungan Ulang Layanan Poli Spesialis pada Pasien Umum RSIA Ilanur’, Jurnal Manajemen dan Administrasi Rumah Sakit Indonesia (MARSI), 8(4), pp. 384–397. Available at: https://doi.org/10.52643/marsi.v8i4.5314.

Khairul, S. (2023) ‘Analysis of Outpatient Polyclinics Quality Service and Patient Return Visits: A Case Study of Royal Prima Hospital Medan’, International Journal of Allied Research in Engineering and Technology (IJARET), 14(2), pp. 1–11. Available at: https://zapjournals.com/Journals/index.php/IJARET/article/view/781.

Kotler, P. and Keller, K.L. (2016) Marketing Management. 15th edn. Harlow: Pearson Education Limited.

Liyono, A. (2022) ‘Pengaruh Brand Image, Electronic Word of Mouth (E-WOM) dan Harga terhadap Keputusan Pembelian Produk Air Minum Galon Crytaline pada PT.Pancaran Kasih Abadi’, Jurnal Ekonomi Manajemen dan Bisnis, 3(1), pp. 73–91. Available at: https://doi.org/10.32815/jubis.v3i1.1089.

Maranggi, O., Sulistiadi, W. and Bachtiar, A. (2024) ‘Efektivitas Strategi Marketing RS Terhadap Minat Kunjungan Pasien’, JSIM: Jurnal Ilmu Sosial Dan Pendidikan, 4(6), pp. 875–892. Available at: https://jurnal.syntaximperatif.co.id/index.php/syntax-imperatif/article/view/332.

Marchama, H. (2025) ‘The Impact of Brand Image, Trust, and Satisfaction on Patient Revisit Intentions in the Outpatient Unit of a Regional Hospital in Indonesia’, Pakistan Journal of Life and Social Sciences (PJLSS), 23(1). Available at: https://doi.org/10.57239/PJLSS-2024-22.2.001719.

Mohamad, R. and Rahim, E. (2021) ‘Strategi Bauran Pemasaran (Marketing Mix) dalam Perspektif Syariah’, MUTAWAZIN (Jurnal Ekonomi Syariah), 2(1), pp. 15–26. Available at: https://doi.org/10.54045/mutawazin.v2i1.113.

Paradilla, M. (2021) Pengaruh Brand Image dan Marketing Mix terhadap Loyalitas Melalui Kepuasan Pasien Umum sebagai Variabel Intervening di Rumah Sakit Stella Maris Makassar. Universitas Hasanuddin. Available at: https://repository.unhas.ac.id/id/eprint/5290/.

Ren, W. et al. (2021) ‘The situation and influencing factors of outpatient satisfaction in large hospitals: Evidence from Henan province, China’, BMC Health Services Research, 21(1), p. 500. Available at: https://doi.org/10.1186/s12913-021-06520-2.

Rosmayanti, M. (2023) ‘Pengaruh Brand Image Dan Brand Awareness Terhadap Keputusan Pembelian Konsumen Mixue’, Journal on Education, 5(3), pp. 8126–8137. Available at: https://doi.org/10.31004/joe.v5i3.1600.

Sanggarwati, A.J. and Laily, N. (2023) ‘Pengaruh Brand Image dan Kualitas Pelayanan terhadap Loyalitas Pasien Melalui Kepuasan Pasien sebagai Variabel Intervening’, Jurnal Ilmiah Manajemen dan Bisnis (JIMBis), 2(4), pp. 368–382. Available at: https://doi.org/10.24034/jimbis.v2i4.6290.

Setyaningrum, D., Sriatmi, A. and Arso, S.P. (2024) ‘Patient Satisfaction on Hospital Outpatient Service Quality Based on the Donabedian Model’, Journal of Public Health for Tropical and Coastal Region, 7(3), pp. 229–234. Available at: https://doi.org/10.14710/jphtcr.v7i3.24229.

Sjukri, K.B., Kusumapradja, R. and Mulyani, E.Y. (2025) ‘Patient Engagement’s Influence On Brand Image As A Mediator To Strengthen Revisit Intention’, Jurnal Medika Nusantara, 3(1), pp. 152–164. Available at: https://doi.org/10.59680/medika.v3i1.1688.

Sugiarto, S., Hanfan, A. and Akyuwen, R. (2022) ‘The Influence of Brand Image Perception, Facility Perception, And Nursing Service Perception On Consumer Decisions Through Customer Satisfaction Using Health Services at RSI PKU Muhammadiyah Tegal’, in Proceedings of the 1st International Conference on Law, Social Science, Economics, and Education, MALAPY 2022, 28 May 2022, Tegal, Indonesia. EAI. Available at: https://doi.org/10.4108/eai.28-5-2022.2320427.

Utomo, A.L. (2025) ‘The Connection Between Perceived Value and Healthcare Service Quality on Revisit Intention at Siloam Hospitals with Patient Satisfaction as a Mediating Factor’, Jurnal Impresi Indonesia, 4(7), pp. 2686–2696. Available at: https://doi.org/10.58344/jii.v4i7.6870.

Bahasa Abstract

Rumah sakit dituntut memberikan pelayanan berkualitas untuk meningkatkan kunjungan pasien. Dalam enam bulan terakhir, RSI Sultan Agung Banjarbaru mengalami penurunan jumlah kunjungan. Penelitian ini bertujuan menganalisis hubungan marketing mix dan hospital brand image dengan minat kunjungan ulang. Penelitian menggunakan desain analitik korelasional dengan jumlah populasi pasien rawat jalan 107.146 orang. Sampel sebanyak 100 responden dipilih menggunakan teknik purposive sampling, dan data dikumpulkan melalui kuesioner. Analisis dilakukan menggunakan uji Spearman’s Rho. Hasil penelitian menunjukkan bahwa variabel marketing mix dan hospital brand image masing-masing berada pada kategori baik, dengan persentase sebesar 76% dan 74%. Sementara itu, minat kunjungan ulang responden berada pada kategori berminat dengan persentase sebesar 97%. Uji Spearman’s Rho menunjukkan tidak ada hubungan signifikan antara marketing mix dan minat kunjungan ulang (p-value = 0,704), sedangkan hospital brand image memiliki hubungan signifikan dengan kekuatan lemah terhadap minat kunjungan ulang (p-value = 0,004). Disimpulkan bahwa minat kunjungan ulang tidak dipengaruhi oleh marketing mix, tetapi berhubungan dengan hospital brand image. Rumah sakit disarankan mengoptimalkan faktor lain seperti loyalitas, kepuasan, brand equity, service quality, dan patient experience untuk meningkatkan kunjungan ulang.

Download

Share

COinS
 
 

To view the content in your browser, please download Adobe Reader or, alternately,
you may Download the file to your hard drive.

NOTE: The latest versions of Adobe Reader do not support viewing PDF files within Firefox on Mac OS and if you are using a modern (Intel) Mac, there is no official plugin for viewing PDF files within the browser window.