Integrated Communications Mix Influences towards BPJS Health Care Patients- Choosing Decision of Outpatient Services in Hermina Tangkubanprahu Hospital
Wenny Retno Sarie Lestari (a*), Tita Hariyanti (b), Agnes Widayu Estiningsih (c)

(a) (b). Magister of Hospital Management Brawijaya University
Veteran Street
Malang - East Java
*email: wennyretnosarilestari[at]gmail.com
(c). Hermina Tangkubanprahu Hospital
Malang - East Java

Abstract

Integrated Marketing Communications Mix is one of marketing tools used by the companies. Universal Health Coverage program will be applied in 2019 in Indonesia, which will position BPJS Health Care as the largest payer of health services in Indonesia. Outpatient service is one of the hospital services which covers a considerably large market share. Hermina Tangkubanprahu Hospital as one of the private hospital partners of BPJS Health Care shall be the ultimate selection of the patients, especially for the outpatient services. The purpose of this study is to observe the influence of the integrated communications mix towards BPJS Health Care patients- choosing decision of Outpatient Services in Hermina Tangkubanprahu Hospital both simultaneously and partially. This study used an explanatory quantitative design with a cross sectional study. The research instruments in the form of questionnaires have passed the validity and reliability test. A non-probability sampling with the purposive sampling technique was used to collect data from 96 respondents. The multiple regression analysis is applied for data analysis. This study shows a result where there is a positive influence of integrated communications mix on the choosing decision of BPJS Health Care Patients in regards of the Outpatient Services in Hermina Tangkubanprahu Hospital simultaneously. The contribution of the integrated communications mix in the decision reached as high as 53.4%. There is also a partial and significant positive influence on various variables which include online and social media marketing, mobile marketing and personal selling. The variable personal selling variable has the most dominant influence towards BPJS Health Care Patients- choosing decision of the Outpatient Services provided in Hermina Tangkubanprahu Hospital.

Keywords: integrated communication mix, choosing decision, personal selling.

Topic: Marketing Management

Link: https://ifory.id/abstract-plain/PRet9JCmphka

Web Format | Corresponding Author (Wenny Retno Sarie Lestari)