Hubungan Bauran Pemasaran dan Faktor Psikologis dengan Proses Pengambilan Keputusan Pasien dalam Pemanfaatan Rawat Jalan (Relation of Marketing Mix and Psychological Factors with Patient's Decision-Making Process in Outpatient Services Utilization)

Abstract

Based on the results of preliminary study have been found decrease in the number of
outpatient visits in Balung Regional Hospital every years at 2010-2013 with an average
by 5.41%. Considering that indicators of outpatient utilization rate based on the number
of visits per day (within a period of 1 year), and utilization rate of the patient depends on
the decision to use it, therefore concluded that patient's decision to utilize outpatient
services in Balung Regional Hospital were less good. The purpose of this research was
analyze the relation of marketing mix and psychological factors with patient's decision
making process in outpatient services utilization in Balung Regional Hospital, Jember.
This research was an analytical design by cross sectional, with number of samples
were136 of public patients who use outpatient services in 2014. The data were analyzed
statistically by using association Somer's D test. The results showed relationship
between place, product, price, promotion, people and process with patient's decision
making process. But there was no relationship between physical evidence with patient's
decision making process. Furthermore, there was relationship between perception,
motivation, and attitude with patient's decision making process in outpatient services.
Keywords: Marketing Mix, Psychological Factor, Decision Making Process