Analisis Bauran Promosi Unit Pemasaran Studi Kasus di Klinik Medika Sejahtera
Abstract
Pada tahun 2022, jumlah pasien di Klinik Medika Sejahtera akan berkurang setiap bulannya. Penelitian ini bertujuan untuk mendeskripsikan strategi pemasaran dengan menggunakan pendekatan bauran pemasaran yang meliputi 7P (Product, Price, Promotion, Place, People, Process dan Physical evidence) untuk memastikan bahwa bisnis klinik berjalan dengan baik. Metodologi penelitian yang digunakan adalah deskriptif kualitatif, teknik pengumpulan data menggunakan wawancara dan observasi langsung di klinik Medika Sejahtera dengan empat informan. Hasil penelitian menunjukkan bahwa kombinasi (lokasi) pemilihan lokasi klinik cukup strategis dan mudah dijangkau oleh masyarakat, bauran produk (produk) pelayanan yang diberikan oleh klinik cukup lengkap, kombinasi (harga) produk pelayanan yang diberikan oleh klinik cukup terjangkau, dan sesuai dengan yang disediakan Konsisten dengan fasilitas, sumber daya manusia untuk memberikan layanan campuran (pribadi) Klinik cukup memuaskan pasien, kombinasi aplikasi klinik (proses) cukup baik, tidak rumit untuk membingungkan pasien, dan kombinasi fasilitas klinik yang menarik dan lingkungan sekitar (bukti fisik) Klinik cukup bersih, namun karena Areanya sempit, tempat parkir tidak cukup, bauran promosi (promosi) yang dijalankan oleh klinik tidak maksimal
Kata kunci : Bauran Pemasaran, Promosi, KlinikReferences
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