ANALYSIS OF THE MARKETING MIX ON OUTPATIENT SATISFACTION AT RSU DELIA LANGKAT

Abstract

Patient satisfaction is a key indicator of healthcare service quality, which cannot be separated from the hospital’s ability to respond effectively to patient complaints. This study aimed to analyze the relationship between the marketing mix elements price, place, people, and process and outpatient satisfaction at RSU Delia Langkat. This quantitative study employed a cross-sectional design with a sample of 74 respondents. The study was conducted from July 2025 to February 2026. Data were analyzed using univariate, bivariate, and multivariate analyses. The chi-square test was applied for bivariate analysis, while binary logistic regression was used for multivariate analysis. The results showed that price (p = 0.002), place (p = 0.007), people (p = 0.006), and process (p = 0.002) were significantly associated with outpatient satisfaction. Furthermore, binary logistic regression indicated that all four variables were significant predictors of patient satisfaction at RSU Delia Langkat. In conclusion, price, place, people, and process have a significant influence on outpatient satisfaction at RSU Delia Langkat. It is recommended that the hospital improve staff training related to effective patient handling, provide financial flexibility for underprivileged patients, and optimize organizational structure in accordance with hospital classification and staff competencies.