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ABSTRAK Bauran pemasaran adalah elemen-elemen organisasi perusahaan yang dapat dikontrol oleh perusahaan dalam melakukan komunikasi dengan konsumen dan akan
| Content Provider | Semantic Scholar |
|---|---|
| Author | Konsumen, Dipakai Untuk Memuaskan Ruang, Pemanfaatan Dipengaruhi, Rawat Inap Pemasaran, Oleh Bauran Sakit, Rumah Medan, Islam Malahayati Ruang, Pencapaian Pemanfaatan Bor, Rawat Inap Sebesar, Tiap Tahun |
| Copyright Year | 2015 |
| Abstract | Marketing mix is the elements of company organization that can be controlled by the company in communicating with its consumers and will be used to satisfy its consumers. The utilization of in-patient wards is influenced by the marketing mix. Malahayati Islamic Hospital Medan has set the annual Bed Occupancy Rate (BOR) of its in-patient wards for 70%, but the coverage in 2013 was only 67.5%. This BOR also decreased for 12% compared with that in 2012. The purpose of this quantitative–qualitative study with cros-sectional approach was to find out the influence of marketing mix consisting of product, price, place, promotion, people, process and physical evidence on the Bed Occupancy Rate of in-patient wards at Malahayati Islamic Hospital Medan. The data for this study were obtained from 98 patients using the in-patient wards at Malahayati Islamic Hospital Medan through questionnaire-based interview. The data obtained were quantitatively analyzed through multiple linear regression model. The result of this study showed that marketing mix had a significant influence on the Bed Occupancy Rate of in-patient wards at Malahayati Islamic Hospital Medan with R The conclusion is that marketing mix had a significant influence on the Bed Occupancy Rate of in-patient wards at Malahayati Islamic Hospital Medan. The management of Malahayati Islamic Hospital Medan is suggested to improve the quality and profesionalism of their staff in order to be able to provide the patients with prime service that the Bed Occupancy Rate of in-patient wards at Malahayati Islamic Hospital Medan can be increased. = 0.279 meaning that the variable of marketing mix strategy can explain its influence on the variable of Bed Occupancy Rate of in-patient wards at Malahayati Islamic Hospital Medan was 27.9%, while the remaining 72.1% was explained by the other variables that were not included in this study. Partially, the variables of product, price, place, promotion and physical evidence did not have any significant influence on the Bed Occupancy Rate of in-patient wards. Yet, partially, the variables of people and process had significant influence on the Bed Occupancy Rate of in-patient wards at Malahayati Islamic Hospital Medan. The variables of process (B=0.270)had the most influence on the Bed Occupancy Rate of in-patient wards at Malahayati Islamic Hospital Medan |
| File Format | PDF HTM / HTML |
| Alternate Webpage(s) | http://repository.usu.ac.id/bitstream/handle/123456789/58928/Abstract.pdf?isAllowed=y&sequence=6 |
| Language | English |
| Access Restriction | Open |
| Content Type | Text |
| Resource Type | Article |
