Pengaruh e-marketing mix dan mutu pelayanan kesehatan terhadap kepuasan pasien di rumah sakit
DOI: https://doi.org/10.56922/quilt.v5i4.1215
E-Marketing Mix Kepuasan Pasien Loyalitas Mutu Pelayanan Rumah Sakit
Abstract
Background: The rapid development of information technology has encouraged hospitals to adopt the E-Marketing Mix to enhance patient access, personalization, and trust. However, service quality remains the key factor in shaping patient satisfaction. Integrating these two aspects is essential to remain competitive in the digital era.
Purpose: To analyze the effect of the E-Marketing Mix and healthcare service quality on patient satisfaction and to evaluate the mediating role of patient satisfaction in fostering patient loyalty.
Method: This study employed an observational design with a systematic literature review approach. Secondary data were collected from PubMed, Embase, and manual searches (2015–2025) and screened according to inclusion criteria, resulting in 10 eligible articles. A comparative analysis was performed, including synthesis of findings, identification of similarities, and drawing conclusions from the literature.
Results: A total of 113 articles were initially identified and screened based on publication year and inclusion criteria, resulting in 10 articles that were included in this literature review.
Conclusion: The integration of the E-Marketing Mix with structured service quality improvement programs is a key strategy to create an optimal patient experience, enhance satisfaction and loyalty, and strengthen hospital competitiveness in the digital era.
Keywords: E-Marketing Mix; Hospital; Loyalty; Patient Satisfaction; Service Quality.
Pendahuluan: Perkembangan teknologi informasi mendorong rumah sakit menerapkan E-Marketing Mix untuk meningkatkan akses, personalisasi, dan kepercayaan pasien, namun mutu pelayanan tetap menjadi kunci utama pembentuk kepuasan. Integrasi keduanya penting untuk menghadapi persaingan di era digital.
Tujuan: Menganalisis pengaruh E-Marketing Mix dan mutu pelayanan kesehatan terhadap kepuasan pasien, serta mengevaluasi peran kepuasan pasien sebagai mediator terhadap loyalitas pasien.
Metode: Penelitian menggunakan desain observasional dengan tinjauan pustaka sistematis. Data sekunder dikumpulkan dari PubMed, Embase, dan pencarian manual (2015–2025), disaring sesuai kriteria inklusi, menghasilkan 10 artikel yang dianalisis secara komparatif. Analisis mencakup sintesis temuan, identifikasi kesamaan, dan penarikan kesimpulan berdasarkan literatur.
Hasil: Artikel yang didapatkan pada sumber sebanyak 113 dan diseleksi berdasarkan tahun dan sesuai kriteria inklusi yang ditentukan, sehingga didapatkan sebanyak 10 artikel yang akan digunakan untuk literature review penulis.
Simpulan: Integrasi E-Marketing Mix dengan program peningkatan mutu pelayanan merupakan strategi kunci untuk menciptakan pengalaman pasien yang optimal, meningkatkan kepuasan dan loyalitas, serta memperkuat daya saing rumah sakit di era digital.
Kata Kunci: E-Marketing Mix; Kepuasan Pasien; Loyalitas; Mutu Pelayanan; Rumah Sakit.
Downloads
References
Ahmad, A. M. K., Al-Qarni, A. A., Alsharqi, O. Z., Qalai, D. A., & Kadi, N. (2013). The Impact of Marketing Mix Strategy on Hospitals Performance Measured by Patient Satisfaction: An Empirical Investigation on Jeddah Private Sector Hospital Senior Managers Perspective. International Journal of Marketing Studies, 5(6), 210–227.
Arnila Melina. (2024). Hubungan Antara Mutu Jasa Pelayanan Kesehatan Dengan Kepuasan Pasien Rawat Jalan Di Puskesmas Sail Kota Pekanbaru. The Journal General Health and Pharmaceutical Sciences Research, 2(2), 36–47.
Budiman, C., & Achmadi, H. (2023). The Effect of Marketing Mix on Patient Satisfaction and Their Impact on Patient Loyalty in Hospital Inpatients. Jurnal Manajemen Kesehatan Indonesia, 11(1), 1–9.
Dhakate, N., & Joshi, R. (2023). Classification of reviews of e-healthcare services to improve patient satisfaction: Insights from an emerging economy. Journal of Business Research, 164(March 2022), 114015.
Elfadel, M., Othman, R., Nik Mat, N. H., Mohadis, H., & Ahmed, M. (2024). The moderating effect of technology turbulence on the relationships between e-marketing mix and customer satisfaction for electronic information services. Journal of Librarianship and Information Science, 09610006241260055.
Febrina, D. M. A., Pusparani, K. V., Kusyanto, F. A., Mubarok, R., & Redjeki, F. (2025). The Influence of E-Marketing Mix and Quality of Health Services on Patient Satisfaction at RSUD Prof. Dr. Soekarjo. RIGGS: Journal of Artificial Intelligence and Digital Business, 4(2), 3724–3735.
Ferreira D, Vieira I, Pedro M, Caldas P, & Varela M. (2023). Patient Satisfaction with Healthcare Services and the Techniques Used for its Assessment: A Systematic Literature Review and a Bibliometric Analysis. Healthcare (Switzerland) [revista en Internet] 2023 [acceso 8 de octubre de 2023]; 11(5): 1-31. Healthcare Review, 21(2), 693.
Hoshino, N., Fukui, Y., Hida, K., & Obama, K. (2021). Similarities and differences between study designs in short- and long-term outcomes of laparoscopic versus open low anterior resection for rectal cancer: A systematic review and meta-analysis of randomized, case-matched, and cohort studies. Annals of Gastroenterological Surgery, 5(2), 183–193.
Hosseini, S., Etesaminia, S., & Jafari, and. (2016). Identifying Eleven Factors of Service Marketing Mix (4Ps) Effective on Tendency of Patients toward Private Hospital. Materia Socio Medica, 28(5), 366.
Keller, LK dan Kotler, P. Manajemen Pemasaran Jilid 2. Erlangga. Jakarta. 2019
Mahendratmo, B. P. J., & Ariyanti, M. (2019). Analysis Of E-Marketing Mix To Consumer Purchase Decisions Traveloka. Asian Journal of Management Sciences & Education, 8(1), 72–82.
Mene Paradilla, & Nur Miftahul Janna. (2023). Pengaruh Marketing Mix dan Patient Experience Melalui Kepuasan Terhadap Loyalitas Pasien Umum di Instalasi Rawat Inap Rumah Sakit Stella Maris Makassar Tahun 2022. INSOLOGI: Jurnal Sains Dan Teknologi, 2(4), 811–823.
Meng, S. K., & Chatwin, C. (2012). Measuring E-Marketing Mix Elements for Online Business. International Journal of E-Entrepreneurship and Innovation, 3(3), 13–26.
Nguyen, N. X., Tran, K., & Nguyen, T. A. (2021). Impact of service quality on in-patients’ satisfaction, perceived value, and customer loyalty: A mixed-methods study from a developing country. Patient Preference and Adherence, 15, 2523–2538.
Paraisu, W. M. M. S., & Mulyanti, D. (2023). Peran Dan Fungsi Mutu Pelayanan Kesehatan Di Rumah Sakit. DIAGNOSA: Jurnal Ilmu Kesehatan Dan Keperawatan, 1(1), 7.
Prakoeswa, C. R. S., Hidayah, N., & Dewi, A. (2022). A Systematic Review on Hospital’s Patient Satisfaction and Loyalty in Indonesia. Open Access Macedonian Journal of Medical Sciences, 10(F), 655–664.
Ravangard, R., Khodadad, A., & Bastani, P. (2020). How marketing mix (7Ps) affect the patients’ selection of a hospital: experience of a low-income country. Journal of the Egyptian Public Health Association, 95(1).
Safi, A., Nugroho, B., Kirana, I., Muhammadi, M., Kamaluddin, R., Damanik, R. D., & Sulistiadi, W. (2021). Dampak Marketing Mix “Physical Environment” Terhadap Kepuasaan Pasien Rumah Sakit: Literature Review. Jurnal ARSI : Administrasi Rumah Sakit Indonesia, 7(2).
Sulistyaningsih, E., Murti, W., & Ratnasih, C. (2024). Analysis of E-Marketing Strategy and Business Innovation in Optimizing Improvement of Service Quality and Its Effect on MSME Income. ADI Journal on Recent Innovation (AJRI), 5(2), 155–167.
Usuemerai, P. A., Ibikunle, O. E., Abass, L. A., & Alemede, V. (2024). A conceptual framework for integrating digital transformation in healthcare marketing to boost patient engagement and compliance A conceptual framework for integrating digital transformation in healthcare marketing to boost patient engagement and complian. November.
Downloads
Published
Issue
Section
License
Copyright (c) 2025 Dara Meutia Ayu Febrina, Kinanti Vionanda Pusparani, Fahmi Abdullah Kusyanto, Rizqi Mubarok, Finny Redjeki
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
