THE EFFECT OF MARKETING MIX ON HOSPITAL SELECTION IN SERPONG DISTRICT, SOUTH TANGERANG WITH PATIENT SATISFACTION AS AN INTERVENING VARIABLE AND GOOGLE REVIEW VALUE PERCEPTION AS A MODERATING VARIABLE
Published:
2026-09-14Downloads
Abstract
Humans have various needs, one of which is the need for health. Health is the most vital aspect in supporting the sustainability of life. Hospitals are present as the main representation of the availability of health care. In the last ten years, the number of hospitals in Indonesia has increased, both privately owned, local government, and central government hospitals. The increasing number of hospitals will increase competition between hospitals. Hospitals must provide good health services, and this can be seen, among other things, from the BOR. However, in 2023-2034, the BOR of type B hospitals in Serpong District, South Tangerang, did not increase. Therefore, this study was conducted to analyze the influence of the marketing mix on hospital selection decisions, with patient satisfaction as an intervening variable and perceived Google review value as a moderating variable. Most respondents agreed with the implementation of the marketing mix and patient satisfaction at type B hospitals. The results of this study indicate that the marketing mix has a positive and significant effect on patient satisfaction (with a t- statistic of 7.011 > 1.96 and a p-value of 0.000 < 0.05) , the marketing mix has a positive and significant effect on hospital selection decisions (with a t- statistic of 2.747 > 1.96 and a p-value of 0.006 < 0.05) , the perception of Google review value moderates the effect of the marketing mix on hospital selection decisions (with a t- statistic of 2.915 > 1.96 and a p-value of 0.004 < 0.05) . Patient satisfaction does not intervene in the effect of the marketing mix on hospital selection decisions with a t-statistic of 1.949 < 1.96 and a p-value of 0.051 > 0.05. However, patient satisfaction has a positive and significant effect on hospital selection decisions (with a t- statistic of 2.160 > 1.96 and a p-value of 0.031 < 0.05) . Thus, in this digitalization era, in addition to maintaining the implementation of a good marketing mix and patient satisfaction, hospitals can utilize the perceived value of Google reviews for consumers or potential consumers to choose a hospital.
Keywords:
marketing mix patient satisfaction perceived value of Google reviewsReferences
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