MARKETING STRATEGY ANALYSIS ON LOYALTY THROUGH PATIENT SATISFACTION AS AN INTERVENING VARIABLE AT BELLEZA KEDATON HOSPITAL

Deatariza, Resty and FEBRIYANSYAH, FEBRIYANSYAH (2025) MARKETING STRATEGY ANALYSIS ON LOYALTY THROUGH PATIENT SATISFACTION AS AN INTERVENING VARIABLE AT BELLEZA KEDATON HOSPITAL. Masters thesis, Institut Informatika dan Bisnis Darmajaya.

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Abstract

The growth and development of private hospitals in recent years has undoubtedly had a positive impact on the public, who require high-quality, high-class healthcare. Therefore, hospitals must provide quality services to achieve patient satisfaction and ultimately customer loyalty. This can also enhance the hospital's image. Quality service will lead to patient satisfaction. When patients perceive the quality of service provided by the hospital favorably, the hospital's corporate image will also be positive. This can increase patient satisfaction, which in turn fosters customer loyalty. High competition between hospitals makes companies compete to increase patient satisfaction so that they do not move to other hospitals. Because of this, efforts to maintain patient satisfaction and loyalty are important things that hospitals must always do. This research aims to assess and analyze whether marketing strategies at Belleza Kedaton Hospital can increase patient satisfaction and loyalty. This type of research is quantitative descriptive. The population in this study were all patients at Belleza Kedaton Hospital. The sampling method in this research used non-probability sampling with purposive sampling technique, with a total of 94 respondents. The data collection techniques were carried out by conducting interviews, documentation and questionnaires. Meanwhile, the technical data analysis used is SEM PLS with SmartPLS software which is run via computer media. Based on the results of this research, it shows that marketing strategy (through the 7P marketing mix) has a great influence on patient satisfaction and loyalty

Item Type: Thesis (Masters)
Subjects: 600 Teknologi - Ilmu terapan > 650 Manajemen
eTheses
Divisions: Pasca Sarjana > Magister Manajemen
Depositing User: Resty Destariza
Date Deposited: 19 Aug 2025 03:37
Last Modified: 19 Aug 2025 03:37
URI: http://repo.darmajaya.ac.id/id/eprint/21014

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