Year: 2025
Type: article
Study design: Observational Study
Abstract: External marketing is a vital marketing communications strategy for establishing relationships with customers, providing information about the company's commitment, and explaining how the service will be provided. Lavalette Hospital, as a health service institution, recorded fluctuations in the number of outpatient visits between 2019 and 2024. This research aims to analyze the relationship between the application of external marketing and patient interest in repeat visits at the hospital. Using a cross-sectional approach, this research collects data observationally to identify correlations between existing variables. The results of the analysis show that there is a positive relationship with a correlation coefficient of 0.460, which indicates that the more effective the external marketing strategy, the higher the patient's interest in making repeat visits. With a p-value of 0.000 (p < 0.05), the alternative hypothesis is accepted, confirming that external marketing has a significant influence on the patient's decision to return to visit. This finding is in line with previous studies which show that the marketing mix has a significant impact on outpatient loyalty. These results emphasize the importance of implementing appropriate marketing strategies to increase patient satisfaction and interest in repeat visits at Lavalette Hospital.
Authors: Lailatul Kodriyah, Faisal Mustajabah
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4407783059