The Influence of Marketing Mix, Service Quality, and Image on Trust and Satisfaction of Inpatients in Makassar City Hospitals

Andi Erni Amelia I. R.; Mahfud Nurnajamuddin; Baharuddin Semmaila; Sabri Hasan

doi:10.24857/rgsa.v18n8-088

Authors

Andi Erni Amelia I. R. https://orcid.org/0009-0009-3030-798X
Mahfud Nurnajamuddin https://orcid.org/0009-0006-0130-1042
Baharuddin Semmaila https://orcid.org/0009-0003-4649-2530
Sabri Hasan https://orcid.org/0000-0002-2152-4992

DOI:

https://doi.org/10.24857/rgsa.v18n8-088

Keywords:

Marketing Mix, Service Quality, Image, Satisfaction Patients, Patient Beliefs, SEM

Abstract

Objectives: The objective of this research is to test and analyze the influence of three main factors - marketing mix, service quality, and image - on the trust and satisfaction of inpatients at hospitals in Makassar City.

Methods: This research utilizes primary data collected through the distribution of questionnaires to 215 respondents. The data are then analyzed using the Structural Equation Model (SEM) in Smart PLS version 4 to test and analyze the relationships between the variables.

Results: The results of the study indicate that while the marketing mix has a positive effect on the trust of inpatients in Makassar City hospitals, this effect is not significant. However, service quality and image both have a positive and significant effect on the trust of inpatients. Furthermore, the marketing mix has a positive and significant effect on inpatient satisfaction, but its effect on trust is not significant. Service quality also positively influences inpatient satisfaction significantly, while image has a significant positive effect on inpatient satisfaction. Trust is found to positively and significantly affect inpatient satisfaction. Additionally, service quality and image have positive and significant effects on inpatient satisfaction through trust.

Conclusion: In conclusion, this research highlights the importance of service quality and image in building trust among inpatients at hospitals in Makassar City. While the marketing mix does have some influence on trust and satisfaction, its impact is not as significant as service quality and image. Moreover, trust plays a crucial role in determining inpatient satisfaction, as service quality and image influence satisfaction primarily through trust. These findings emphasize the significance of maintaining high service quality standards and cultivating a positive image to enhance trust and satisfaction levels among inpatients in hospital settings.

Downloads

Download data is not yet available.

References

Anfal, Al. (2020). The Influence of Service Quality and Hospital Image on the Satisfaction Level of Inpatients at Sundari General Hospital in Medan in 2018. Excellent Midwifery Journal, 2620-8237.

Barahama, K. F., Katuuk, Mario & Oroh Wenda M. (2019). The Relationship between Workload and Job Satisfaction of Nurses in the Adult Care Room at RSU GMIM Panaran Kasi Manado. e-Journal of Nursing, Vol. 7 No. 1.

Fadhila, N. A. & Diansyah. (2018). The Influence of Service Quality and Trust on Loyalty with Patient Satisfaction as an Intervening Variable at the Syifa Medical Center Clinic. Journal of Economic Studies Media.

Fajarini, A. & Meria, L. (2020). The Influence of Service Quality on Customer Trust and Loyalty Mediated by Customer Satisfaction (Case Study of Beauty Inc Beauty Clinic). Esa Unggul University Academic Community Journal, Vol. 1 No. 02.

Ferawati, Andi, Nurnajamuddin, Maffud & Suriyanti (2023). The Influence of Service Quality and Satisfaction on Bank Rakyat Indonesia Customer Loyalty. SEIKO: Journal of Management & Business, Vol. 6.

Ferdinandus, Leonora & Gomies, S. J. (2021). Analysis of the Effect of Service Quality and Perceived Value on Consumer Satisfaction and Purchase Intensity. Journal of Public Policy & Business Applications, Vol. 2 No. 1.

Hasan, Sabri & Halim, Aditya. (2018). Government Hospital Patient Loyalty: Viewed from the Perspective of Service Quality, Image, Value and Satisfaction. Indonesian Management Journal, Vol. 18 No. 3.

Hijriah, Mira, Nurnajamuddin, Mahfud & Serang, Serli. (2020). The Influence of Marketing Mix on Trans Studio Makassar Customer Satisfaction. Governance, Vol. 7, no. 1.

Inawati. (2021). Analysis of the Influence of Service Quality, Patient Trust and Hospital Facilities on the Level of Patient Decision to Use Inpatient Services at the Doctor Soedarso Pontianak Regional General Hospital. Bhishma, Vol. 6, no. 4.

Indraswati D., Haeruddin & Asrina, Andi (2023). The Influence of the Marketing Mix on Service Satisfaction and Intention to Revisit General Patients in Outpatient Hospital Labuang Baji Makassar in 2022. Journal of Muslim Community Health, Vol. 4 No. 3.

Masfiyah, I., & Artanti, Y. (2023). The Role of Customer Satisfaction on Service Quality and Customer Loyalty. International Management Conference and Progressive Paper.

Mohamad, M., Modding, B., Gani A. & Semmaila B. (2022). The Influence of Service Quality on Internet Service Customer Loyalty during the Pandemic, Satisfaction and Trust as Intervening Variables. SEIKO: Journal of Management & Business, Vol. 5 No. 1.

Novia, M. A., Semmaila, B. & Imanuddin. (2020). The Influence of Service Quality and Product Quality on Customer Satisfaction. Journal of Governance, Vol. 7 No. 2.

Nurmawaddah (2020). Relationship between Marketing Mix and Reutilization of Services in the Outpatient Unit of RSIA Pertiwi Makassar. Indonesian Pelamonia Health Research Journal Vol. 3 No. 2.

Safira, M. M., Chotimah, I., & Syari, W. (2023). The Relationship between Service Quality and Image at Hospital X Bogor City in 2022. PROMOTOR: Public Health Student Journal, 375-380.

Safitri, I. L. K. (2016). The Influence of Financial Ratios on Profit Growth in Manufacturing Companies in the Consumer Industry Sector Listed on the Indonesia Stock Exchange (Case Study of the Company Kalbe Farma Tbk. Period 2007-2014). Journal of Accounting and Business, Vol. 2 No. 2.

Bahanbangung, I., Mantiri, M. S., & Sampe, S. (2021). Quality of Health Services at the Sawang Field Regional General Hospital, Siau Islands Regency, Tagulandang Biaro. Governance Journal, Vol.1, No.2.

Sharon, Lyrissa Gisela (2017). Analysis of the Influence of Service Quality, Facilities, Hospital Image, and Patient Satisfaction to Increase Patient Loyalty (Study of Inpatients at Tugurejo Hospital, Semarang). Faculty of Economics & Business Digital Library UNDIP.

Sriani, Inti, Tamsah, Hasmin & Betan, Abubakar (2019). The Influence of Image and Service Quality on JKN Patient Satisfaction and Loyalty at the Bulukumba Community Health Center. Journal of Management, Vol. 2 No. 2.

Supartiningsih. (2017). Service Quality & Hospital Patient Satisfaction: The Case of Outpatients. Journal of Medicoeticolegal and Hospital Management, Vol. 6 No. 1.

Titirlolobi, A. B., Bowling, N., & Mamuaja, P. (2020). The Influence of the Marketing Mix on the Satisfaction Level of Inpatients at the Regional General Hospital of Biak Regency. UNIMA Public Health Journal.

Wiratman, A. P., Ahri, R. A., & Muchlis, N. (2023). The Influence of Marketing Mix on Patient Satisfaction in the Inpatient Unit of RSUP Dr. Tadjuddin Chalid. Window of Public Health Journal, 314-323.