Assessing the 11P Marketing Mix Service Quality, Consumer Satisfaction and Consumer Trust of Hospitals in Greater Tangerang, Indonesia: Evidence from BPJS Health Insurance Patients

Aris Ariyanto; Jaja Suteja; Undang Juju; Horas Djulius; Popo Suryana

doi:10.55927/fjmr.v5i3.38

Authors

Aris Ariyanto Universitas Pasundan
Jaja Suteja Universitas Pasundan
Undang Juju Universitas Pasundan
Horas Djulius Universitas Pasundan
Popo Suryana Universitas Pasundan

DOI:

https://doi.org/10.55927/fjmr.v5i3.38

Keywords:

Marketing Mix Service Quality, Consumer Satisfaction, Consumer Trust, Hospitals

Abstract

This study examines patients’ perceptions of the marketing mix (11P), service quality, consumer satisfaction, and consumer trust in hospitals serving BPJS Health patients in the Greater Tangerang region, Indonesia. A quantitative descriptive approach was applied to 400 respondents selected using cluster proportional random sampling. Data were collected through structured questionnaires and analyzed using descriptive statistics. The results show positive patient perceptions, with mean scores of 4.10 for marketing mix and service quality, 4.08 for consumer satisfaction, and 4.18 for consumer trust. The positive agreement levels were 82.73%, 84.78%, 83.18%, and 87.45%, respectively. Although these results indicate good performance, they remain below the ≥90% national minimum service standard, suggesting the need for improvements in responsiveness, communication, and service consistency.

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