THE INFLUENCE OF MARKETING MIX STRATEGY ON OUTPATIENT REVISIT INTENTION AT SARTIKA CLINIC, LAMONGAN

Authors

  • Maharani Islana Septya Universitas Muhammadiyah Lamongan
  • Muhammad Ganda Saputra Universitas Muhammadiyah Lamongan
  • Enny Mar’atus Sholihah Universitas Muhammadiyah Lamongan
  • Nahardian Vica Rahmawati Universitas Muhammadiyah Lamongan

DOI:

https://doi.org/10.62354/jurnalmedicare.v5i4.543

Abstract

Background: Intensifying market competition among primary healthcare facilities necessitates that private clinics implement robust marketing frameworks to maintain patient retention and loyalty. The marketing mix (encompassing product, price, place, promotion, people, process, and physical evidence) serves as an essential strategic model; however, outpatient visits at Sartika Clinic Lamongan fluctuated across early 2025 (59 to 97 patients monthly), leaving the empirical influence of its marketing mix on revisit intentions ambiguous.

Objective: To analyze the empirical effect of the marketing mix strategy on outpatient revisit intention at Sartika Clinic Lamongan. Methods: This quantitative observational study utilized an analytical cross-sectional survey design conducted in 2026. A sample of 82 outpatients was recruited from an accessible population of 451 outpatients using non-probability consecutive sampling based on the Slovin formula. Data were gathered via structured Likert-scale questionnaires measuring the 7P marketing mix and revisit intention dimensions. Data were evaluated through descriptive univariate analysis and bivariate simple binary logistic regression.

Results: The vast majority of respondents perceived the clinic's marketing mix in the moderate category (98.8%, n = 81) and reported moderate-to-high revisit intentions (80.5% moderate, n = 66; 4.9% high, n = 4). Simple binary logistic regression confirmed a statistically significant positive effect of the marketing mix on patient revisit intention (B = 0.233, S.E. = 0.065, Wald = 12.736, p < 0.001, Exp[B] = 1.263, 95% CI: 1.111–1.435). Each one-unit increase in marketing mix score increased the odds of patient revisit intention by 1.263 times. The Nagelkerke R² of 0.368 indicated that 36.8% of the variance in outpatient revisit intention was explained by the marketing mix.

Conclusion: An increased double-job burden among PKRS staff is strongly associated with a severe decline in the effectiveness of hospital health promotion programs. Hospital executive boards should establish dedicated, full-time health promotion staffing and re-engineer task distributions to ensure sustainable preventive services.

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Keywords:

Cross-sectional study, Healthcare marketing, Logistic regression, Marketing mix 7P, Outpatients, Revisit intention

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Published

2026-10-31

How to Cite

Islana Septya, M., Muhammad Ganda Saputra, Enny Mar’atus Sholihah, & Nahardian Vica Rahmawati. (2026). THE INFLUENCE OF MARKETING MIX STRATEGY ON OUTPATIENT REVISIT INTENTION AT SARTIKA CLINIC, LAMONGAN. Jurnal Medicare, 5(4), 1862–1868. https://doi.org/10.62354/jurnalmedicare.v5i4.543

Issue

Vol. 5 No. 4 (2026): OCTOBER 2026

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