PENGARUH MARKETING MIX DAN PERCEIVED SERVICE QUALITY TERHADAP REVISIT INTENTION YANG DIMEDIASI PATIENTS’ PERCEIVED SATISFACTION PRIMAYA HOSPITAL BEKASI BARAT
DOI:
https://doi.org/10.31539/costing.v7i6.13009Keywords:
: Marketing Mix, Perceived Service Quality, Patients’ Perceived Satisfaction, Revisit IntentionAbstract
Penelitian ini berlatar belakang kecenderungan terjadinya penurunan jumlah pasien rawat inap yang kembali dirawat di Rumah Sakit Primaya Bekasi Barat. Tujuan pelaksanaan penelitian ini adalah untuk mengetahui dan menganalisis pengaruh marketing mix dan perceived service quality terhadap revisit intention yang dimediasi oleh patients’ perceived satisfaction. Sampel penelitian ini adalah pasien rawat inap yang kembali dirawat di Rumah Sakit Primaya Bekasi barat sebanyak 283 orang dari total rata-rata populasi selama Januari – Juni 2024 sebanyak 963 orang pasien. Teknik pengumpulan data yang digunakan adalah kuesioner yang disebarkan secara online menggunakan G-Form melalui aplikasi whatsapp. Metode kuantitatif yang digunakan adalah analisis jalur untuk mencari model persamaan struktural yang cocok dengan bantuan SmartPLS 4.1.0. Hasil penelitian menyimpulkan: 1) marketing mix berpengaruh positif dan signifikan terhadap patients’ perceived satisfaction.; 2) perceived service quality berpengaruh positif dan signifikan terhadap patients’ perceived satisfaction.; 3) marketing mix berpengaruh positif dan signifikan terhadap revisit intention; 4) perceived service quality berpengaruh positif dan signifikan terhadap revisit intention; 5) patients’ perceived satisfaction berpengaruh positif dan signifikan terhadap revisit intention; 6) patients’ perceived satisfaction. mampu memediasi pengaruh positif dan signifikan marketing mix terhadap revisit intention; dan 7) patients’ perceived satisfaction. mampu memediasi pengaruh positif dan signifikan perceived service quality terhadap revisit intention
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2024-12-29
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