The Effect of Promotion in Marketing Mix Context on Buying Intention in Purwakarta and Pekalongan Holistic Hospitals, Indonesia

Abstract

A holistic hospital is a concept in medical practice that upholds all aspects of society's needs, namely psychological, physical, social, and spiritual. Along with the development of existing hospital services, the hospital needs marketing, to make it more competitive, and to attract patients. One of them is with promotional efforts so that patients show Buying Intention. Many factors hindered the adoption of promotion in the context of the marketing mix, including the lack of planning and management support, so that the hospital was unable to develop. This study aims to analyze the magnitude of the effect of promotion in the context of the marketing mix on services at the Purwakarta and Pekalongan Holistic Hospitals. The research method used is descriptive quantitative. The sample of this study used consecutive sampling technique, where the number of samples taken from the number of patient visits seen from the monthly average, namely Purwakarta Hospital as many as 65 people and Pekalongan 70 people. Data collection using primary data using a questionnaire of 30 questions. Data analysis used multiple correlation with hypothesis test f test and t test. The results showed that the promotion variable in the context of the mix had a significant effect on buying intention. Suggestions that the hospital does not have a special promotion related to the marketing mix, so the hospital needs to carry out an intensive promotion by involving all hospital human resources as well as involving stakeholders around Purwakarta and Pekalongan.