Product and Process of Primary Healthcare Service and Their Impacts
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The increasing expectations of the community have pushed health care providers to improve continually including the Pratama Nailusyifa clinic located in Bandongan, Magelang. The more expectations are met, the more loyal the community is to health care providers. One way to improve patients’ loyalty is by implementing a marketing mix strategy. Unfortunately, no studies have been conducted to determine its effect on patients in this clinic. By focusing on two elements of the strategy (product and process), this study aims to determine the effect of both on patients’ loyalty.
This research is a mix method study with a cross sectional approach and descriptive analysis of loyalty to the characteristics of respondents. The population was all participants who visited and used BPJS Kesehatan with a sample of 100 people. The analysis used was multiple linear regression analysis.
The results of this study are: (1) Product and process have a significant effect on patients’ loyalty with a regression coefficient marked positive, and t test with a significance value smaller than 0.05 and tcount > ttable, (2) The most loyal participants are highly educated men who work as civil servants / military / police aged over 40 years and earn more than two million rupiah while the least loyal participants are low educated housewives aged between 25 and 30 years with = less than one million rupiah.
Keywords: products, processes, health services, BPJS health
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