The Role of Corporate Image as Mediating the Marketing Mix for Treatment Decisions in Private Hospitals, Indonesia

Abstract

The hospital is a place to obtain services that depend on the level of patient visits. The indicator for improving hospital services is determined by the utilization of health services through increasing the number of patient visits in selecting health services at the hospital. A good corporate image has an important role for the continuity of a business organization. A good corporate image will shape a decision to buy a product or service. Currently, there is not many certain study on marketing mix and the treatment decision as an marketing strategy for healthcare management system. The study to determine the relationship between the marketing mix and the treatment decision through corporate image by the researcher as a preliminary study that could open the horizons for future studies. This type of research used is quantitative research. The sample used was outpatients at a private hospital that met the inclusion criteria. The research instrument uses a questionnaire that will be distributed to patients or families of patients who have undergone examination and treatment at the hospital. This study conducted sampling outpatient polyclinic at Private Hospital with a total of 154 samples.The results were measured using a Likert scale. Data on marketing mix and the treatment decision through corporate image were analyzed by descriptive and linier regression statistics. According to the data analysis, the results show that all of marketing mix elements have a significant impact influences outpatient treatment decisions through corporate image (p value for all marketing mix elements is less than α = .05). There is a significant relationship between the marketing mix and the outpatient treatment decision through corporate image.