European Journal of Molecular & Clinical Medicine

Abstract

Sarah Medan General Hospital in recent years has faced the problem of decreasing
patient loyalty levels, this can be seen from the level of BOR in the last seven months in 2020
which tends to decrease every month. The marketing mix is considered to be a solution to the
problem of patient loyalty, especially related to service quality, price, promotion, and good
communication with customers. The study aimed to analyze the influence of marketing mix on
inpatient loyalty in Sarah Medan General hospital. The study was a quantitative survey with a
cross-sectional approach. The sample was 132 hospitalized. Data were analyzed using logistic
regression. The result shows that there was a significant influence between the marketing mix
seen from the process aspect and the physical appearance of the hospital on patient loyalty.
Where the physical appearance variable was the most dominant variable with a large odds ratio
of 5,134, which means that the better the physical appearance of the hospital, it is predicted that
it will increase patient loyalty by five times higher than the poor physical appearance of the
hospital. It is recommended for Sarah Medan Hospital to pay attention to and improve again
regarding the speed of availability of treatment rooms for inpatient registration and the speed
of response from medical personnel in taking medical actions, as well as maintaining
consistency of service flow.