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| Advisor(s) | Tanjung, Lina Febriani | |
| Author(s) | Simanjuntak, Novia Rani Natalia Br | |
| Issued Date | 2026 | |
| Abstract | ABSTRACT PATIENT SATISFACTION IS ONE OF THE MOST IMPORTANT INDICATORS IN ASSESSING HOSPITAL SERVICE QUALITY. IN FACING INCREASINGLY COMPETITIVE HEALTHCARE SERVICES, HOSPITALS ARE REQUIRED TO IMPLEMENT EFFECTIVE MARKETING STRATEGIES TO IMPROVE PATIENT SATISFACTION. RADIOTHERAPY SERVICES ARE AMONG THE HOSPITAL'S SUPERIOR SERVICES THAT REQUIRE PATIENT-ORIENTED MARKETING APPROACHES. THIS STUDY AIMED TO DETERMINE THE EFFECT OF HOSPITAL MARKETING STRATEGIES, INCLUDING PRODUCT, PLACE, PROMOTION, PEOPLE, PROCESS, AND PHYSICAL EVIDENCE, ON THE SATISFACTION OF RADIOTHERAPY PATIENTS AT RSU SEMBIRING DELI TUA IN 2026. THIS STUDY USED A QUANTITATIVE RESEARCH METHOD WITH AN ANALYTICAL CROSS-SECTIONAL DESIGN. THE POPULATION OF THIS STUDY CONSISTED OF ALL RADIOTHERAPY PATIENTS UNDERGOING TREATMENT AT RSU SEMBIRING DELI TUA, TOTALING 60 RESPONDENTS. A SAMPLING TECHNIQUE WAS TOTAL SAMPLING IN WHICH ALL POPULATIONS WERE INCLUDED AS RESEARCH SAMPLES. DATA WERE COLLECTED USING QUESTIONNAIRES AND ANALYZED USING THE CHI-SQUARE TEST WITH A SIGNIFICANCE LEVEL OF 95% (Α = 0.05). THE RESULTS OF THIS STUDY SHOWED THAT MOST RESPONDENTS PERCEIVED THE HOSPITAL MARKETING STRATEGY AS GOOD, AND THE MAJORITY OF PATIENTS WERE SATISFIED WITH THE RADIOTHERAPY SERVICES PROVIDED. CHI-SQUARE ANALYSIS SHOWED THAT PRODUCT (P=0.001), PLACE (P=0.001), PROMOTION (P=0.001), PEOPLE (P=0.006), PROCESS (P=0.001), AND PHYSICAL EVIDENCE (P=0.001) SIGNIFICANTLY INFLUENCED PATIENT SATISFACTION. THE CONCLUSION OF THIS STUDY SHOW THAT THERE WAS THE SIGNIFICANT EFFECT BETWEEN HOSPITAL MARKETING STRATEGY AND PATIENTS SATISFACTION OF RADIOTHERAPY AT RSU SEMBIRING DELI TUA IN 2026. IT IS RECOMMENDED THAT HOSPITAL MANAGEMENT CONTINUOUSLY IMPROVE SERVICE QUALITY, HUMAN RESOURCES, PHYSICAL FACILITIES, AND PROMOTIONAL STRATEGIES TO ENHANCE PATIENT SATISFACTION. KEYWORDS: MARKETING STRATEGY, PATIENT SATISFACTION, RADIOTHERAPY, HOSPITAL | 1 |
| Item Type | Skripsi | |
| Keywords | STRATEGI MARKETING(MARKETING STRATEGGY),KEPUASAN PASIEN(PATIENT SATISFACTION),RADIOTERAPI(RADIOTHERAPY),RUMAH SAKIT(HOSPITAL) | 1 |
| Collection | Fakultas Kesmas, S1-Administrasi Rumah Sakit | |
| Publisher | INSTITUT KESEHATAN DELI HUSADA DELI TUA | |
| Submitted Date | 13-08-2026 | |
| Updated Date | 21-08-2026 | |
| URI | No URI | |
| File |
2225016_NOVIARNBRSIMANJUNTAK_SKRIPSI_S1.pdf
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