Integrated communications mix influences towards BPJS health care patients’ selection decision of outpatient services in Hermina Tangkubanprahu Hospital

Abstract

Objective

This study observes the influence of the integrated communications mix towards BPJS Health Care patients’ selection decision of Outpatient Services in Hermina Tangkubanprahu Hospital.

Methods

This study used explanatory quantitative design with a cross-sectional study with a form of questionnaires as an instrument. A non-probability sampling with the purposive sampling technique was used to collect data from 96 respondents, and multiple regression analysis is applied for data analysis.

Result

There is a positive influence of integrated communications mix on the selection decision of BPJS Health Care Patients simultaneously. The contribution of the integrated communications mix in the decision reached as high as 53.4%. There is also a partial and significant positive influence on various variables, which include online and social media marketing, mobile marketing and personal selling.

Conclusion

The personal selling variable has the most dominant influence on BPJS Health Care Patients’ selection decisions of the Outpatient Services.