PENGARUH BAURAN PEMASARAN TERHADAP LOYALITAS DENGAN KEPUASAN SEBAGAI VARIABEL MEDIASI PADA PASIEN DI RS NIRMALA SURI SUKOHARJO

CHAIRUL, CHAIRUL (2014) PENGARUH BAURAN PEMASARAN TERHADAP LOYALITAS DENGAN KEPUASAN SEBAGAI VARIABEL MEDIASI PADA PASIEN DI RS NIRMALA SURI SUKOHARJO. Tesis thesis, Universitas Setia Budi Surakarta.

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Abstract

A hospital needs to design a good marketing program for a product or service can be up to consumers and motivate consumers to use. The instrument used is a combination of marketing mix is product, price, place, promotion, people, physical and process. The satisfy of quality of service tends to sense of loyalty to the hospital. The study intend to determine the effect of the marketing mix on satisfaction and loyalty, the effect of satisfaction on loyalty and how the marketing mix to influence loyalty with satisfaction as a mediating variable in the hospital Nirmala Suri Sukuharjo. This research is a descriptive analytic study. Method of data collection is done by administering a questionnaire to patients with criteria for patients who have been treated at the hospital. From the research conducted, it can be seen each respondent answers the question asked to the item, then do the analysis. Data processing results of the research carried out by the method of path analysis. The results of this study concluded that the marketing mix that influence satisfaction and loyalty are product, price, physical, people and proces, while no effect was place and pomtion. The results also prove that the effect of satisfaction on loyalty and satisfaction mediates the effect of marketing mix on patient loyalty. Keywords : Marketing mix, satisfaction, loyalty, Nirmala Suri Sukoharjo hospital

Item Type: Thesis (Tesis)
Uncontrolled Keywords: Marketing mix, satisfaction, loyalty, Nirmala Suri Sukoharjo hospital
Subjects: L Education > L Education (General)
Q Science > QP Physiology
R Medicine > R Medicine (General)
Divisions: Fakultas Farmasi > Prodi S2 Farmasi
Depositing User: magdalena kartika ningsih
Date Deposited: 21 Feb 2020 02:54
Last Modified: 21 Feb 2020 02:54
URI: http://repository.setiabudi.ac.id/id/eprint/2530

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