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UEU » Journal » Magister Administrasi RS Posted by [email protected] at 06/07/2021 14:57:50 • 346 Views
MARKETING MIX AND TRUST AS A VISITING INTENTION FACTORSCreated by :
Herwatt Setiawan ( 20170309005 ) Hasyim ; Rina Mutiara
Subject: | BAURAN PEMASARAN KEPERCAYAAN | Alt. Subject : | PATIENT VISIT HOSPITAL SERVICE | Keyword: | KENJUNGAN PASIEN RUMAH SAKIT |
Alt. Description
Patient s visit plays an important role in the sustainability of hospital services. Patient s decision to visit could be
measured through patient visiting intention which is influenced by marketing mix and trust. This research aimed
to gather empirical proof in order to describe the relationship between marketing mix and visiting intention
through trust as an intervening variable. The 200 respondents from patients in outpatient clinic of Hospital X are
proposed in this study. Thus, this research is quantitative with causality method was conducted with 4-interval-
scale questionnaire. All the data was analyzed with Structural Equation Modelling. Here, most of the
respondents in this study are female which is in the age 21 to 30 years old also graduated from senior high school
and vocational school. In addition, the female respondent in the age 21 to 30 did not use insurance to cover their
bill while an old patient was visiting general practitioner clinic. Here, the descriptive analysis shows that
marketing mix and visiting intention are in moderate category while trust is in high category. The results of this
study indicate that there is effect of marketing mix on visiting intention through trust. The effect of marketing
mixes on trust and trust on visiting intention are positive and significant while the direct effect of marketing mix
on visiting intention is negative and significant. Thus, in this study found that trust is intervening variable and
marketing mix has a negative effect on visiting interest.
Date Create | : | 06/07/2021 | Type | : | Text | Format | : | pdf | Language | : | Indonesian | Identifier | : | UEU-Journal-11_1629 | Collection ID | : | 11_1629 |
Source : Journal of Multidisciplinary Academic Vol. 4, No. 6, 2020
Relation Collection: Civitas Akademika Universitas Esa Unggul
Coverage : Fakultas Ilmu-Ilmu Kesehatan
Rights : @2021 Perpustakaan Universitas Esa Unggul
Publication URL : https://digilib.esaunggul.ac.id/marketing-mix-and-trust-as-a-visiting-intention-factors-20639.html
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