The Influence Of Marketing Mix 4a On Patient Satisfaction At Beriman Hospital Balikpapan

Abstract

 Background. Loyalty is one of the keys to success in winning today's business competition. Loyal customers can indirectly help promote services to those closest to them. Objective. This study aims to analyze the effect of Marketing Mix 4A on patient satisfaction at Beriman Hospital Balikpapan. Method. The type of research conducted is quantitative research using observational studies with a cross-sectional study design. The sample in this study were nurses at Beriman Hospital Balikpapan totaling 340 respondents. Results. The results showed that there was an effect of Marketing Mix 4A on satisfaction at Beriman Hospital Balikpapan. Suggestion. It is recommended to the hospital management to implement a comprehensive marketing mix strategy to improve patient satisfaction and loyalty. Policies should include adjustments to the health service products offered, transparent and affordable pricing, and increased accessibility and effective promotion. Involving patients in the evaluation and decision-making process, through surveys or discussion forums, can provide valuable insights into their needs and expectations. Thus, hospitals can formulate responsive and relevant policies, which not only improve patient experience but also build stronger long-term relationships with them. Research Implications. Research on the influence of Marketing Mix 4A on patient satisfaction can provide a basis for better decision making in improving the quality of service and patient experience, which can ultimately strengthen the hospital's position in the healthcare market