External Market and Internal Market Efficiency in Increasing Hospital Visit Numbers

Abstract

Hospital health institutions have experienced developments that have led to professional services, in line with improvements in various factors, both internal and external, including the increasing awareness of hospital managers implementing professional management and the increasing demands of the public for the quality of hospital services. This study aims to determine External Market and Internal Market Efficiency in Increasing Hospital Visit Numbers. This type of research is quantitative research. The population in this study was the entire community of Malang district. The sampling technique used purposive sampling technique. Determining the sample in this study used the Slovin formula. The research instrument uses a questionnaire and data analysis uses multiple linear regression. The results of the analysis show that the R value shows a close relationship between the independent variables (X1, X2) and the dependent variable (Y) of 0.823. The adjusted R square value is 0.467, meaning that 46.7% of the community's decision variables in returning visits can be explained by external marketing variables. This can be seen from the significance level being smaller than α (0.000<0.05), so that H0 is accepted and H1 is rejected. Conclusions in this research include external marketing variables, internal marketing have a significant effect on the variable intention to revisit at Hospital X in Malang district, both simultaneously and partially dan the variable that more dominantly influences patient satisfaction is the internal marketing variable.