Developing Effective Marketing Strategy For Inpatient Herbal Services (Case Study: RSU Holistic Purwakarta)
DOI:
https://doi.org/10.55606/ijemr.v4i1.398Keywords:
Marketing Strategy, Marketing Mix, Theory of Planned Behaviour, Purchase Intention, Herbal Services, SEM-PLSAbstract
Patient interest in herbal inpatient services at RSU Holistic Purwakarta has decreased compared to conventional services, despite the hospital's strengths in integrative approaches and competent medical professionals in the herbal sector. The low level of public literacy, lack of effective promotion, as well as the absence of a clear service package are the main challenges affecting patients' decision-making to choose herbal services. Therefore, this study aims to analyze the factors that influence patients' purchase intention towards herbal inpatient services and formulate appropriate marketing strategies to increase patient interest. To formulate the proposed strategy, the researcher conducted an internal and external analysis. The internal analysis included Marketing Mix (7P) evaluation and STP (Segmenting, Targeting, Positioning) analysis. External analysis includes consumer analysis, PESTLE, and competitor analysis. This research uses a mixed method, with a quantitative approach as the main method and qualitative as a complement. Quantitative data was collected through distributing questionnaires to 220 respondents who fit the population criteria. The questionnaire was designed based on the constructs of the 7P Marketing Mix theory and the Theory of Planned Behavior (TPB), which includes attitude, subjective norms, and perceived behavioral control. Data were analyzed using the Structural Equation Modeling-Partial Least Squares (SEM-PLS) method to test the relationship between research variables. The results showed that product, price, promotion, people, and process variables had a significant effect on purchase intention, while physical evidence had no significant effect. In addition, TPB variables consisting of attitude, subjective norms, and perceived behavioral control also show a significant influence on patient intention. Based on these results, a marketing strategy was formulated using the TOWS Matrix approach classified in 7P elements and designed into three main solution pillars: (1) Public Awareness Strategy that includes public education through social media and community seminars, (2) Strategy to Strengthen Service Quality and Promotion Integration that focuses on strengthening service quality, developing clear service packages, and integrating cross-channel promotions, and (3) Personalized Service Development Strategy that tailors services to patients' needs and preferences. This strategy is expected to increase public awareness, form positive attitudes, and encourage patient decisions to use herbal inpatient services at Holistic Purwakarta Hospital.
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