The Influence of E-Marketing Mix and Quality of Health Services on Patient Satisfaction at RSUD Prof. Dr. Soekarjo

Dara Meutia Ayu Febrina; Kinanti Vionanda Pusparani; Fahmi Abdullah Kusyanto; Rizqi Mubarok; Finny Redjeki

doi:10.31004/riggs.v4i2.1099

Authors

Dara Meutia Ayu Febrina Universitas Sangga Buana
Kinanti Vionanda Pusparani Universitas Sangga Buana
Fahmi Abdullah Kusyanto Universitas Sangga Buana
Rizqi Mubarok Universitas Sangga Buana
Finny Redjeki Universitas Sangga Buana

DOI:

https://doi.org/10.31004/riggs.v4i2.1099

Keywords:

Health Services, Marketing Mix, Pastien Satisfaction, RSUD Prof Dr Soekarjo, Service Quality

Abstract

The rapid development of information technology has brought about a fundamental transformation in the healthcare ecosystem, changing the paradigm of interaction between hospitals, medical personnel and patients. This research aims to explore the satisfaction felt by patients through existing health services at hospitals as well as explore the digital dimensions of health services, identify the most influential variables, and provide strategic recommendations for the development of hospital digital platforms. The data in this research was obtained through a questionnaire which was then analyzed using the Partial Least Squares (PLS) method with Structural Equation Modeling (SEM). The respondents in this study were patients at RSUD Prof. Dr. Soekarjo numbered 97 respondents. The research results show that the E-Marketing Mix variable which includes product, place, price, personalization, privacy, customer service, community and site elements has a significant influence on patient satisfaction at RSUD Prof. Dr. Soekarjo. Meanwhile, the dimensions of promotion, security and sales promotion do not have a significant effect on patient satisfaction at RSUD Prof. Dr. Soekarjo. The research results also show that service quality has a significant influence on patient satisfaction at RSUD Prof. Dr. Soekarjo. The results of this research indicate that the quality of hospital digital services does not just depend on technological aspects, but on the ability to create a personal, safe and meaningful experience for patients. Quality of service remains the main foundation in building satisfaction, where human aspects such as empathy, timeliness and professionalism of medical personnel are still very much taken into account..

Downloads

Download data is not yet available.

References

K. L. K. Philip Kotler, “Manajemen Pemasaran, Jilid 2,” 2019.

B. P. J. Mahendratmo and M. Ariyanti, “Analysis Of E-Marketing Mix To Consumer Purchase Decisions Traveloka,” Asian J. Manag. Sci. Educ., vol. 8, no. 1, pp. 72–82, 2019.

M. Elfadel, R. Othman, N. H. Nik Mat, H. Mohadis, and M. Ahmed, “The moderating effect of technology turbulence on the relationships between e-marketing mix and customer satisfaction for electronic information services,” J. Librariansh. Inf. Sci., p. 09610006241260055, Aug. 2024, doi: 10.1177/09610006241260055.

N. X. Nguyen, K. Tran, and T. A. Nguyen, “Impact of Service Quality on In-Patients’ Satisfaction, Perceived Value, and Customer Loyalty: A Mixed-Methods Study from a Developing Country,” Patient Prefer. Adherence, vol. 15, no. null, pp. 2523–2538, Nov. 2021, doi: 10.2147/PPA.S333586.

E. Sulistyaningsih, W. Murti, and C. Ratnasih, “Analysis of E-Marketing Strategy and Business Innovation in Optimizing Improvement of Service Quality and Its Effect on MSME Income,” ADI J. Recent Innov., vol. 5, no. 2 SE-Articles, pp. 155–167, Jan. 2024, doi: 10.34306/ajri.v5i2.1045.

K. M. Sam and C. Chatwin, “Measuring E-Marketing Mix Elements for Online Business,” Int. J. E-entrepreneursh. Innov., vol. 3, no. 3, pp. 13–26, 2012, doi: 10.4018/jeei.2012070102.

P. A. Usuemerai, O. E. Ibikunle, L. A. Abass, and V. Alemede, “A conceptual framework for integrating digital transformation in healthcare marketing to boost patient engagement and compliance A conceptual framework for integrating digital transformation in healthcare marketing to boost patient engagement and complian,” no. November, 2024, doi: 10.53346/wjapmr.2024.7.2.0045.

W. M. M. S. Paraisu and D. Mulyanti, “Peran Dan Fungsi Mutu Pelayanan Kesehatan Di Rumah Sakit,” DIAGNOSA J. Ilmu Kesehat. dan Keperawatan, vol. 1, no. 1, p. 7, 2023.

Arnila Melina, “Hubungan Antara Mutu Jasa Pelayanan Kesehatan Dengan Kepuasan Pasien Rawat Jalan Di Puskesmas Sail Kota Pekanbaru,” J. Gen. Heal. Pharm. Sci. Res., vol. 2, no. 2, pp. 36–47, 2024, doi: 10.57213/tjghpsr.v2i2.375.

Sugiyono, Metode Penelitian Kunatitatif Kualitatif dan R&D. 2016.

S. Riyanto and A. A. Hatmawan, Metode riset penelitian kuantitatif penelitian di bidang manajemen, teknik, pendidikan dan eksperimen. Deepublish, 2020.

M. Sarstedt, C. M. Ringle, and J. F. Hair, “Partial least squares structural equation modeling,” in Handbook of market research, Springer, 2021, pp. 587–632.

M. W. Elfadel, R. B. Othman, N. H. B. N. Mat, F. F. Hamad, H. M. Mohadis, and M. Ahmed, “The relationship between e-marketing mix framework (4Ps) and customer satisfaction with electronic information services: An empirical analysis of Jordanian university libraries,” Inf. Serv. Use, no. Preprint, pp. 1–26, 2024.

A. C. L. Ramadhan, Y. Amrozi, and M. Ridwan, “Determinants Analysis of Ride-Hailing Application Acceptance: SEM - Neural Network Approach,” J. Nusant. Apl. Manaj. BISNIS, vol. 8, no. 1 SE-Artikel, pp. 131–150, Apr. 2023, doi: 10.29407/nusamba.v8i1.18639.

N. Nadiva and D. Safriantini, “Digitalisasi Keuangan: Efektifitas Sistem Informasi Akuntansi Penerimaan Kas di Kasir Induk Rumah Sakit Umum Daerah Dr. H. Abdul Moeloek Provinsi Lampung,” An-Nadaa J. Kesehat. Masy., vol. 11, no. 2, 2024.

P. von Wedel, C. Hagist, J.-D. Liebe, M. Esdar, U. Hübner, and C. Pross, “Effects of Hospital Digitization on Clinical Outcomes and Patient Satisfaction: Nationwide Multiple Regression Analysis Across German Hospitals,” J Med Internet Res, vol. 24, no. 11, p. e40124, 2022, doi: 10.2196/40124.

I. N. T. S. Saptadi et al., MANAJEMEN PROMOSI PRODUK. Cendikia Mulia Mandiri, 2024.

S. Suryadini and Sriyono, “Patient Satisfaction: IT, CRM, Facilities, Price Impact in Hospital Setting.,” Acad. Open, vol. 9, no. 1 SE-Business and Economics, Oct. 2023, doi: 10.21070/acopen.9.2024.5653.

A. Bora, “Discriminant Analysis of Marketing Mix Factors Influencing Patient Satisfaction in Eye Treatment,” Futur. Trends Soc. Sci. Vol. 3 B. 9, vol. 3, pp. 78–94, 2024, doi: 10.58532/v3bkso9p4ch3.

A. Bucher, “The Patient Experience of the Future is Personalized: Using Technology to Scale an N of 1 Approach,” J. Patient Exp., vol. 10, p. 23743735231167976, Jan. 2023, doi: 10.1177/23743735231167975.

M. A. Yulianto, A. K. H. Suryana, U. R. Safitri, H. Purwanto, and S. B. Rahardjo, “Studi Efektifitas Personalisasi Pengalaman Pelanggan melalui Algoritma Artificial Intelligence di Platform E-commerce,” in Prosiding Seminar Nasional Amikom Surakarta, 2024, vol. 2, pp. 1456–1466.

A. A. F. Pratama and V. Paramarta, “Pengaruh Emotional branding Terhadap Switching Intention Pada Pelayanan Rawat Inap di Rumah Sakit Hj Bunda Halimah Kota Batam,” Inov. Manaj. Bisnis, vol. 6, no. 4, 2024.

R. Baghaei, S. Razmara Iranagh, N. Ghasemzadeh, and Y. Moradi, “Observation of Patients’ Privacy by Physicians and Nurses and Its Relationship with Patient Satisfaction,” Hosp. Top., vol. 99, no. 4, pp. 171–177, Oct. 2021, doi: 10.1080/00185868.2021.1877096.

S. Gritzalis, “Enhancing Privacy and Data Protection in Electronic Medical Environments,” J. Med. Syst., vol. 28, no. 6, pp. 535–547, 2004, doi: 10.1023/B:JOMS.0000044956.55209.75.

D. Xara-Brasil, C. Viana, and M. I. F. S. Cruz, “Digitalization and the Consumer Experience: The Case of the Health Sector in Portugal,” in Internet of Behaviors Implementation in Organizational Contexts, IGI Global, 2023, pp. 118–133.

A. O. Ferdinandus, P. S. Soselisa, and H. V. R. Pattimukay, “Kualitas Pelayanan Administrasi Di Rumah Sakit Khusus Daerah (RSKD) Provinsi Maluku,” J. Darma Agung, vol. 32, no. 3, pp. 224–237, 2024.

H. Yang, X. Guo, and T. Wu, “Exploring the influence of the online physician service delivery process on patient satisfaction,” Decis. Support Syst., vol. 78, pp. 113–121, 2015, doi: https://doi.org/10.1016/j.dss.2015.05.006.

Y. S. Waliulu et al., KOMUNIKASI KESEHATAN. CV Rey Media Grafika, 2024.

H. H. Chang and C. S. Chang, “An assessment of technology-based service encounters & network security on the e-health care systems of medical centers in Taiwan,” BMC Health Serv. Res., vol. 8, no. 1, p. 87, 2008, doi: 10.1186/1472-6963-8-87.

Y. W. Nugroho and F. A. Pramudita, “Peran Rekam Medis Elektronik dalam Meningkatkan Efisiensi, Kualitas Layanan Kesehatan, dan Keselamatan Perawatan Pasien: Analisis Systematic Literature Review,” Media Publ. Promosi Kesehat. Indones., vol. 7, no. 2, pp. 343–350, 2024.

E. W. Ford, T. R. Huerta, M. L. Diana, A. S. Kazley, and N. Menachemi, “Patient Satisfaction Scores and Their Relationship to Hospital Website Quality Measures,” Health Mark. Q., vol. 30, no. 4, pp. 334–348, Oct. 2013, doi: 10.1080/07359683.2013.844041.

A. P. Hotmangatur and A. Bachtiar, “Maximizing Artificial Intelligence for Patient Satisfaction: Marketing Strategies in The Digital Health Era,” Contag. Sci. Period. J. Public Heal. Coast. Heal., vol. 6, no. 1, p. 575, 2024, doi: 10.30829/contagion.v6i1.19198.

A. Constantinescu-Dobra and M. C. Coțiu, “Is Internet Marketing a Useful Tool for GPs Communicating with Students? A Focus Group Exploratory Study BT - 6th International Conference on Advancements of Medicine and Health Care through Technology; 17–20 October 2018, Cluj-Napoca, Romania,” 2019, pp. 283–286.

J. K. Elrod and J. L. Fortenberry, “Sales promotion in health and medicine: using incentives to stimulate patient interest and attention,” BMC Health Serv. Res., vol. 20, no. 1, p. 820, 2020, doi: 10.1186/s12913-020-05601-y.

E. Lestari and W. Sulistiadi, “STRATEGI PROMOSI PELAYANAN MEDICAL CHECK-UP COVID-19 RS GRHA PERMATA IBU.,” J. Syntax Lit., vol. 7, no. 3, 2022.

F. Manzoor, L. Wei, A. Hussain, M. Asif, and S. I. A. Shah, “Patient Satisfaction with Health Care Services; An Application of Physician’s Behavior as a Moderator.,” Int. J. Environ. Res. Public Health, vol. 16, no. 18, Sep. 2019, doi: 10.3390/ijerph16183318.

T. Sitio and H. Ali, “Patient Satisfaction Model and Patient Loyalty: Analysis of Service Quality and Facility (Case Study at Rawamangun Special Surgery Hospital),” Sch. Bull., vol. 05, no. 10, pp. 551–559, 2019, doi: 10.36348/sb.2019.v05i10.002.

A. A. Asnawi, Z. Awang, A. Afthanorhan, M. Mohamad, and F. Karim, “The influence of hospital image and service quality on patients’ satisfaction and loyalty,” Manag. Sci. Lett., vol. 9, no. 6, pp. 911–920, 2019, doi: 10.5267/j.msl.2019.2.011.