ANALISIS MANAJEMEN PEMASARAN DI BIDANG PELAYANAN KESEHATAN (LITERATURE REVIEW)

Abstract

Health facilities in Indonesia continue to improve in 2021 that make every health facility compete and innovate in order to meet the quality demands of patients and society in general. This study aims to examine the marketing mix strategy for health services in Indonesia. This research is a qualitative research and literature review that examines marketing mix theory, relationships and marketing management determinants in the health sector from various sources such as online books and journals from Mendeley, Scholar Google, ScienceDirect and other online media. The keywords used in this online searching were "marketing management", "marketing strategy" and "marketing analysis in the field of health services". Based on search results on various online media, the author finally collected 15 appropriate journals and will be discussed in depth in this research. The marketing mix consists of 4P, namely product, price, promotion and place. Then, by implementing the marketing mix strategy mentioned above, Health service providers can provide quality services. This is also supported by research findings that the marketing mix has a positive and significant effect on purchasing decisions, satisfaction and customer loyalty.