Hubungan Mutu Pelayanan dan Bauran Pemasaran Jasa terhadap Minat Kunjungan Ulang Pasien Rawat Inap di RSUD Banyuasin

Dinda Putri Kencana Ningrum; Yaya Aria; Nurminingsih Nurminingsih

doi:10.36312/ej.v7i3.6754

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Dinda Putri Kencana Ningrum
[email protected]
Universitas Respati Indonesia, Indonesia
Yaya Aria Universitas Respati Indonesia, Indonesia
Nurminingsih Nurminingsih Universitas Respati Indonesia, Indonesia

Vol. 7 No. 3: September 2026

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Ningrum, D. P. K., Aria, Y., & Nurminingsih, N. (2026). Hubungan Mutu Pelayanan dan Bauran Pemasaran Jasa terhadap Minat Kunjungan Ulang Pasien Rawat Inap di RSUD Banyuasin. Empiricism Journal, 7(3), 3420-3432. https://doi.org/10.36312/ej.v7i3.6754

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Keputusan pasien untuk menggunakan kembali pelayanan rumah sakit terbentuk dari keseluruhan pengalaman selama memperoleh perawatan, yang tidak terbatas pada aspek klinis, tetapi turut mencakup persepsi terhadap kualitas pelayanan serta strategi bauran pemasaran jasa yang diterapkan rumah sakit. Penelitian ini bertujuan mengidentifikasi keterkaitan antara mutu pelayanan dan bauran pemasaran jasa dengan kecenderungan pasien rawat inap untuk melakukan kunjungan ulang di RSUD Banyuasin tahun 2026. Penelitian menggunakan pendekatan observasional analitik dengan desain potong lintang (cross-sectional) dan dilakukan pada pasien di Instalasi Rawat Inap RSUD Banyuasin. Sebanyak 100 responden dipilih menggunakan teknik purposive sampling. Faktor yang dianalisis sebagai variabel independen meliputi lima komponen kualitas pelayanan dalam konsep SERVQUAL serta tujuh komponen bauran pemasaran jasa (7P), sementara minat melakukan kunjungan kembali menjadi variabel dependen. Pengolahan data dilakukan melalui analisis univariat, analisis bivariat menggunakan uji Chi-square, serta analisis multivariat dengan regresi logistik biner. Hasil analisis bivariat memperlihatkan bahwa seluruh komponen mutu pelayanan maupun bauran pemasaran jasa berhubungan secara signifikan dengan minat pasien rawat inap untuk kembali memperoleh pelayanan (p < 0,05). Pada analisis multivariat, assurance atau dimensi jaminan ditemukan sebagai faktor yang memiliki hubungan paling kuat dengan minat kunjungan ulang. Hasil tersebut menunjukkan bahwa persepsi pasien terhadap kualitas pelayanan dan bauran pemasaran jasa berkaitan dengan keputusan untuk kembali memanfaatkan pelayanan di RSUD Banyuasin. Dengan demikian, upaya peningkatan pada aspek jaminan perlu menjadi perhatian utama, terutama melalui penguatan kompetensi tenaga kesehatan, peningkatan rasa aman selama pelayanan, serta pemeliharaan kepercayaan pasien terhadap rumah sakit.

The Relationship Between Service Quality and the Service Marketing Mix with Regard to Inpatient Intentions to Revisit at Banyuasin Regional General Hospital (RSUD Banyuasin)

Abstract

Patients’ decisions to reuse hospital services are shaped by their overall care experience, which extends beyond clinical aspects to include their perceptions of service quality and the hospital’s service marketing mix. This study aimed to examine the association between service quality, service marketing mix, and patients’ intention to revisit among inpatients at Banyuasin Regional General Hospital in 2026. An analytical observational study with a cross-sectional design was conducted in the inpatient wards of Banyuasin Regional General Hospital. A total of 100 respondents were selected using purposive sampling. The independent variables consisted of the five dimensions of service quality based on the SERVQUAL model and the seven elements of the service marketing mix (7Ps), while revisit intention was designated as the dependent variable. Data were analyzed using univariate analysis, followed by the Chi-square test for bivariate analysis and binary logistic regression for multivariate analysis. The bivariate analysis demonstrated that all dimensions of service quality and all components of the service marketing mix were significantly associated with patients’ intention to revisit the hospital (p < 0.05). After adjustment in the multivariate analysis, assurance emerged as the factor most strongly associated with revisit intention. These findings indicate that patients’ perceptions of service quality and the service marketing mix are related to their willingness to reuse services at Banyuasin Regional General Hospital. Therefore, strengthening the assurance dimension should be prioritized through improvements in healthcare professionals’ competence, enhancement of patients’ sense of safety during care, and reinforcement of trust in the hospital.

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