CORRELATION BETWEEN MARKETING MIX AND THE UTILIZATION OF INPATIENT UNIT AT PELABUHAN HOSPITAL PALEMBANG

Abstract

Background: Pelabuhan Hospital Palembang is type C Hospital with a capacity of 58 beds. The utilization of inpatient unit in this hospital is still lacking. It can be seen from the total of Bed Occupational Rate (BOR) in 2010-2011 is only 48.52% -51.65% which is  below the standard of Health Department that is 60-85%. Method: This study is a analytical observational study with cross sectional approach. The Population are inpatients of Pelabuhan Hospital Palembang. The number of samples is 80. The research data were analyzed quantitatively by the method of univariate, bivariate with chi square analysis, and multivariate with logistic regression analysis using SPSS program.

Result: The result of analysis tests of the relationship between marketing mix and the utilization of inpatient installation of Pelabuhan Hospital Palembang, from 7 variables of marketing mix, there are six variables that have a relationship to the utilization of inpatient installation, that are variable product (OR=6, p-value=<0,0001), price (OR=10, p-value=<0,0001), place (OR =5, p-value=0,001), people (OR=5, p-value=0,002), processes (OR=7, p-value=<0,0001), and physical evidence (OR=8, p-value=<0,0001). Based on the results of multivariate logistic regression analysis, there are four variables of marketing mix which are most influential, namely product (OR=7, p-value=0,008), price (OR=15, p-value= <0,0001), process(OR=8, p-value=0,007) and physical evidence (OR=18, p-value= <0,0001). Conclution: Pelabuhan Hospital Palembang needs to improve the its marketing by noticing the marketing mix variables affecting the utilization of inpatient installations, especially those still considered not good enough by the in-patients,that are person and physical evidence. The goal is to increase BOR of Pelabuhan Hospital Palembang due to Health Department standards. Keywords: Marketing Mix, Utilization of inpatient installation