Determinants of Patient Satisfaction toward Hospital Inpatient Service in Magelang, Central Java

Lu’luatul Fuad1), Didik Tamtomo2), Endang Sutisna Sulaiman2)


1)Masters Program in Public Health, Universitas Sebelas Maret

2)Faculty of Medicine, Universitas Sebelas Maret



Background: Hospitals are facing several threats like increasing competition, rising costs, and image problems that can threaten their existence. The term marketing mix refers to a set of tools avai­lable to an organization to shape the nature of its offer to cus­to­mers. Marketing mix plays a vital role on enhancing the customer satisfaction. This stu­dy aimed to investigate the deter­minants of patient satisfication toward hospital in­pa­tient service in Magelang, Central Java.

Subjects and Method: A cross sectional study was conducted at Magelang Hospital, Cen­tral Java, in December 2018. A sample of 200 patients was selected by simple ran­dom sampling.  The dependent variable was patient satisfaction. The independent va­ri­ables were product, price, place, promotion, process, people, physical appearance, and ward. The data were collected by questionnaire and analyzed by a multiple logistic re­gres­sion.

Results: Patients satisfaction increased with good product (OR= 3.58; 95% CI= 0.71 to 2.43; p<0.001), low price (OR= 2.07; 95% CI= 0.43 to 1.64; p= 0.039), right place (OR= 2.68; 95% CI= 0.29 to 1.90; p= 0.007), attractive promotion (OR= 3.04; 95% CI= 0.44 to 2.04; p= 0.002), people (OR= 2.26; 95% CI= 0.12 to 1.73; p= 0.024), good phy­sical appearance (OR= 2.79; 95% CI= 0.34 to 1.97; p= 0.005), and sound process (OR= 2.31; 95% CI= 0.14 to 1.68; p= 0.021).

Conclusion: Patients satisfaction increases with good product, low price, right place, attrac­tive promotion, people, good physical appearance, and sound process.

Keywords: marketing mix, patient satisfaction, hospital

Correspondence: Lu’luatul Fuad. Masters Program in Public Health, Universitas Sebelas Maret, Jl. Ir. Sutami 36A, Surakarta 57126, Central Java, Indonesia. Email: Mobile: +6285643702066.


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