Patient Preferences on Decisions of Choosing Obgyn Polyclinic

Services

Kendy Gunawan, Ermi Girsang*, Sri Lestari R. Nasution, Chrismis Novalinda Ginting

Faculty of Medical, Universitas Prima Indonesia, Indonesia

Keywords: Patient preferences, Obgyn Polyclinic, Service Quality, Service Selection Decisions.

Abstract: Patient preferences can be interpreted as the tendency of patients to choose health services according to

percaeived perceptions. Based on the survey results it can be seen the average difference in the number of

patient visits between hospitals. The difference in the number of visits indicates there are factors which

according to the patient play a role in the selection of Obgyn Polyclinic services. This study aims to evaluate

the influence of patient preferences on the decision to choose Obgyn Polyclinic services. The type of research

was a quantitative survey using a cross-sectional approach with accidental sampling techniques.

Determination of the samples number was done by using the proportional allocation formula on 280 patients

so that a sample of 63 respondents was obtained. Data were analyzed using logistic regression tests. Based on

the results of the analysis it can be seen that on average about 51-89% consider factors of the role of family,

service quality, promotion, price, and place affect patient preferences in service selection decisions. Based on

the multivariate final model the variables of family role, service quality, promotion and location are the

biggest predictors in service selection decisions. Meanwhile, service quality, price and place variables are the

biggest predictors in service selection decisions.

1 INTRODUCTION

The development of science and technology has led

to many choices of goods and services in all sectors

including the health service sector. Health is a service

sector that has a fairly rapid growth rate in the service

business. This can be seen by the increasing demands

of the community for quality medical services, thus

making the community more selective in the selection

of health services. One health facility which is

considered the most rapidly developing hospital. At

this time the direction of hospitals in Indonesia has

shifted towards profit oriented, this is due to

Indonesia's entry into free market competition which

requires the public to change the way of viewing

hospital services. The increasing number of hospitals

is what makes each hospital compete with each other

to get customers.

In marketing its services, every hospital must

know how perceptions or forms of consumer behavior

(patients) in order to win the competition. A company

needs to identify the forms of consumer behavior and

the factors that influence purchasing decisions. Philip

and Kotler (2015) argue that consumer behavior is the

study of how individuals, groups and organizations

choose, buy, use, and how goods, services, ideas, or

experiences can satisfy their needs and desires. The

model of consumer behavior is caused by marketing

stimuli (products, prices, places and promotions) and

other stimuli such as economics, technology, politics,

and culture which can shape the preferences of

buyers.

According to Kotler (2015), the decision to buy is

a step for users who already have a choice in carrying

out transactions with a commitment to make

payments with the right to own or use service goods.

According to Peter and Olson (2016) purchasing

decisions are a step of combining knowledge to assess

many alternative behaviors and select them.

Consumers have a target or which behavior will be

implemented in order to reach the target in the

decision making stage. It was also explained that

problem solving is a continuous reciprocal flow that

occurs between environmental factors, cognitive and

affective steps and behavior. The initial stage is to

understand the occurrence of the problem, then an

assessment of the available alternatives and the

selection of steps is deemed appropriate. In the next

stage, the transaction is realized in action, then the

product will be utilized and the consumer will

Gunawan, K., Girsang, E., R. Nasution, S. and Ginting, C.

Patient Preferences on Decisions of Choosing Obgyn Polyclinic Services.

DOI: 10.5220/0010286600420050

In Proceedings of the International Conference on Health Informatics, Medical, Biological Engineering, and Pharmaceutical (HIMBEP 2020), pages 42-50

ISBN: 978-989-758-500-5

reassess what he has chosen, this is what is often

referred to as the preference of the customer.

Patient preference itself can be interpreted as how

the patient's tendency in choosing health services

according to perceived perceptions (Basteimejer,

2019; Turnip et al, 2020; Wijaya et al, 2019).

Understanding of patient preferences is what is

considered important to know every hospital in order

to improve the quality of service so that patients feel

satisfied and loyal in making service decisions.

Stella Maris Hospital is one of the hospitals

located in Medan. The hospital has a number of

integrated polyclinics that help treat patients' health

problems. One of the hospital's mainstay polyclinics

with the highest number of visits is the Obgyn

Polyclinic. As a hospital that focuses on maternal and

child care, Stella Maris Hospital has maternity

services with operating room facilities, delivery

rooms, ICU, NICU, perinatal room, healthy baby

room and laboratory for examinations.

Within the last 7 months in 2019, Obgyn

Polyclinic at Stella Maris Hospital was recorded as

having a very high number of visits, this can be seen

from the number of visits in January alone which

reached 2413 patients, in February as many as 2170,

March as many as 2395 patients , in April there were

2100 patients, in May there were 2600 patients, in

June there were 2138 patients, and in July it reached

2593 patients. From these data it appears that indeed

very many patients who choose to use either

maternity services or treatment at the Obgyn

Polyclinic Stella Maris Hospital.

Besides Stella Maris Hospital, also has several

hospitals that provide Obgyn Polyclinic services, one

of which is Sarah Hospital. Unlike the Stella Maris

Hospital, data on patient visits coming to the Obgyn

Polyclinic service at Sarah Hospital experienced

fluctuations. This can be seen from the number of

patient visits in the last 7 months in 2019. In January

the number of patient visits was 651 patients, a

decrease in February was 555 patients, and increased

again in March by 665 patients. Back down in April

as many as 597 patients, up again in May as many as

653 patients, but decreased in June which only

reached 481 patients, and in July last rose again

reaching as many as 579 patients.

Based on these data, it can be seen that there are

differences in the average number of patient visits

between Stella Maris Hospital and Sarah Hospital.

The difference in the number of visits indicates that

there are indeed factors which according to the patient

play a role in the selection of Obgyn Polyclinic

services in a hospital. Therefore, the hospital is

considered necessary to know and analyze the factors

that influence the behavior of patients in making

decisions.

Understanding of patient behavior is useful to be

able to reach patients, serve patients effectively and

efficiently and provide input for hospital marketing

strategies going forward, so that the number of patient

visits can increase.Mosadeghrad (2014) found that

the choice of patients for a hospital in the UK was

influenced by several reasons including the type of

hospital, service rates, facilities, and reputation of the

hospital. Patient preference in recent years has also

become an interesting topic of discussion at the Asian

level. Ryu et al (2017) argues that the characteristics

of health institutions and the sociodemographic

characteristics of patients are the aspects that most

impact on the sick in deciding to choose certain

hospital services.

Research conducted by Widyasari (2005) found

that patient preferences are influenced by service

quality, building cleanliness, and service rates. The

results of Umayya's study (2017) state that service

quality and rates have an impact on patient

preferences. Rahmat (2013) found that the image of a

hospital had a positive effect on the preferences of

sick people in choosing health services. Patient

characteristics such as social, demographic,

environmental, and economic have a significant

impact on patient preferences in choosing hospital

services

Ryan (2018) in his review of several literature

found a fairly strong relationship between the

psychological influence and the patient's situational

environment on the choice of health clinics. Becker

(2019) added that hospital rate is the main predictor

of the decision to choose private hospital services.

This is associated with differences in social and

economic classes in society. Leutner (2017) also

concludes that socio-cultural factors including

family, coworkers, and culture play a role in the

selection of one's health services. Other studies have

found that personality and lifestyle factors of patients

influence the reasons for choosing a hospital to give

birth to their baby (Bouce, 2018). De las (2019) and

Brahman (2020) argue that the role of the family,

especially the mother-in-law, is very large in the

decision to choose which hospital to choose as a place

to give birth. While Miller (2019) found the

experience of peers and social class to be the top

indicator of the selection of beauty clinics. Smith

(2017), Morrow (2018) and Hashimoto (2019)

conclude that marketing strategies also have a strong

influence on the reasons consumers choose health

services.

Patient Preferences on Decisions of Choosing Obgyn Polyclinic Services

From the results of previous studies no one has

examined patient preferences from the combined

aspects of sociocultural and marketing strategies. For

this reason, this research will discuss in more depth

how much influence the preferences on service

decision making at two different hospitals.

2 METHOD

The design of this study uses a cross sectional method

that is research that emphasizes the measurement time

or observation of independent and dependent variable

data only one time at a time. The location of the study

was conducted at the Obgyn Polyclinic at Stella Maris

Hospital and Sarah General Hospital, which was

conducted from July-September 2019. The

population in this study was 3172 people. The

sampling technique uses accidental sampling

technique with the inclusion criteria of patients who

are undergoing treatment at the Obgyn Polyclinic.

Determination of sample size using the formula

sample size in a limited population and obtained the

number of samples in this study was 343 people.

Determination of the number of samples in each

hospital was carried out using the proportional

allocation formula so that the number of samples for

Stella Maris Hospital was obtained as many as 282

people and Sarah Hospital as many as 63 people.

The independent variable in this study was patient

preference which included, family role, reference

group, culture, service quality, promotion price and

place. While the dependent variable is the decision to

choose a service. Primary data collection is done by

using questionnaires and interviews. The research

questionnaire contained questions about patient

preferences and service choice decisions, which were

assessed using the Guttman scale. If a positive answer

or yes is given a score of 1, while for a negative

answer or not given a score of 0. If the score is

converted in percentage it can be translated for an

answer yes score 1 = 1 x 100% = 100%, while the

answer is not given a score of 0 = 0 x 0% = 0%.

Interviews were conducted based on a

questionnaire that had previously been tested for

validity and reliability. Where from the 45 question

items the results of the validity test each question item

has a value> 0.361 so that all questions on this

questionnaire are declared valid. Likewise with the

data reliability test, it obtained an Cronbach alpha

value of> 0.60, it can be concluded that the

questionnaire was reliable and could be distributed to

respondents to be used as research instruments.

The data were analyzed using the chi-square test

to see the relationship between the independent

variables and the dependent variable. Followed by a

logistic regression test to see the overall effect of the

independent variables on the dependent variable. The

research scheme can be seen in Figure 1.

Figure 1 Research Schema

3 RESULTS AND DISCUSSIONS

3.1 Univariate Analysis

Univariate analysis basically aims to describe each of

the variables including the characteristics of the

respondent, the independent variable and the

dependent variable using the frequency distribution

Table. Frequency distribution of respondent

characteristics based on demographic data which

includes gender, age, education, occupation and

income.

Based on its characteristics, the observed 282

respondents, the majority of respondents aged <30

years there were 180 respondents (63.8%), had

tertiary education about 165 respondents (58.5%),

types of self-employed were 87 respondents ( 30.9%),

with income> Rp. 3,000,000 about 243 people

(86.2%).

The 63 respondents observed, majority of

respondents aged <30 years old were 35 respondents

(55.6%), had tertiary education about 39 respondents

(61.9%), other types of work were 24 respondents (

38.1%), with income> Rp. 3,000,000 there were 52

respondents (82.5%).

3.2 Bivariate Analysis

The next stage of descriptive analysis was bivariate

analysis. Bivariate analysis was performed using chi

square test with significance level (α) = 0.05. The

purpose of this analysis was to observe whether there

Data Validity and Reliability

Data Input and Coding

Analysis of Statistical Data:

Chi Square & Logistic

Regression

Research Proposal

Primary Data

Collection

Research Result

Identification of Problems:

(The difference in the number

of patient visits)

Independent Variable:

Patient preferences, family role

reference group, culture

service quality, price

promotion, the place

Research Design:

Cross Sectional Analysis

Population and Sample:

3172 and 343 Respondents

Research Sites:

RSIA Stella Maris & RSU

Sarah

Dependent Variable:

Obgyn service selection

decisions

Conclusions and Recommendations

HIMBEP 2020 - International Conference on Health Informatics, Medical, Biological Engineering, and Pharmaceutical

is a relationship between the independent variable and

the dependent variable. The results of the chi square

analysis can be seen in Table 1.

Table 1. Chi square Analysis Results

Variables

Stella Maris

Hos

ital

Sarah

Hos

ital

p-value

Family Role

Reference group

Culture

Service quality

Price

Promotion

Location

0,042

0,451

0,198

0,001

0,282

0,001

0,446

0,354

0,232

0,039

0,013

0,301

0,026

Based on the analysis results, it can be seen at

Stella Marris Hospital, family role variables, service

quality, promotion, and place have a value of p <α,

then it can be concluded that there is a significant

relationship between family role variables, service

quality, promotion, and place with patient

preferences. Whereas at the Sarah General Hospital

service quality, price, and place variables have a

value of p <α, it can be concluded that there is a

significant relationship between variables of service

quality, price, and place with patient preferences.

3.3 Multivariate Analysis

Further analysis of chi square was multivariate

analysis with logistic regression. The purpose of

multivariate analysis is to find out which independent

variable most influences the dependent variable.

Variables that can be carried out by multivariate

analysis are variables which in the results of bivariate

analysis have p values <0.25. Multivariate analysis

used was multiple logistic regression analysis with

prediction models, the results of the analysis can be

seen in Tables 2 & 3.

Table 2. Results of Logistic Regression Analysis at Obgyn

Polyclinic at Stella Maris Hospital

Variables B S.E

valu

Family Role 0,2

1,0

2,4

0,00

3,0

Service

ualit

0,2

1,0

2,9

0,00

5,2

Promotion 0,9

1,0

5,6

0,02

4,7

Location 0,2

1,0

3,1

1 0,00

2,3

Based on Table 2, it can be seen the final model

of the influence of family role, service quality,

promotion and location variables on patient

preferences in service selection decisions. The results

show that all variables have a value of p <0.05 and it

can be concluded that the role of family, service

quality, promotion and place significantly influence

patient preferences in service selection decisions.

Prediction of service selection decisions that are

influenced by the role of family, service quality,

promotion and place can be explained as follows: the

role of family regression coefficient (𝛽) or OR is

positive, meaning that the better the role of the family

has the opportunity to increase patient preferences in

service selection decisions by 3.003 times more

positive when compared with the role of the family

that is not good. On the service quality variable the

value of the regression coefficient (𝛽) or OR is

positive, meaning that the better the quality of

service, the chance to increase patient preferences in

service selection decisions as much as 5.292 times

more positive when compared to poor service quality.

In the promotion variable, the regression coefficient

(𝛽) or OR is positive, meaning that the better the

promotion has the opportunity to increase patient

preferences in service selection decisions as much as

4,769 times more positive when compared to

promotions that are considered less good. In the place

variable the value of the regression coefficient (𝛽) or

OR is positive, meaning that the better the place has

the opportunity to increase patient preferences in

service selection decisions as much as 2.303 times

more positive when compared to the less good place.

Table 3. Results of Logistic Regression Analysis in Obgyn

Polyclinics at Sarah General Hospital

Variables B S.E

Wal

valu

Service

quality

0,7

0,99

4,40

0,00

3,62

Price

0,9

1,09

3,29

0,00

5,47

Location 0,8

1,02

5,21

1 0,01

1,28

Next, in Table 3 the final model can be seen from

the influence of variables of service quality, price and

location on patient preferences in service selection

decisions. The results show that all variables have a

value of p <0.05. This means that all independent

variables (service quality, price and place)

significantly influence the dependent variable

(patient preferences in service selection decisions).

Patient Preferences on Decisions of Choosing Obgyn Polyclinic Services

Prediction of service selection decisions that are

influenced by service quality, price and place can be

explained as follows: on service quality the value of

the regression coefficient (OR) or OR is positive,

meaning that the better the quality of service the

opportunity to increase patient preferences in service

selection decisions by 3,622 times positive when

compared with the quality of service that is less good.

In the price variable the value of the regression

coefficient (𝛽) or OR is positive, meaning that the

more appropriate price, the opportunity to increase

patient preferences in service selection decisions as

much as 5.475 times more positive when compared to

prices that are less appropriate. In the variable place

the value of the regression coefficient (𝛽) or OR is

positive, meaning that the better the place has the

opportunity to increase patient preferences in service

selection decisions as much as 1,281 times more

positive if compared to the place considered less

good

Table 4. Differences in Factors Influencing Patients'

Preferences in Obgyn Polyclinic Service Selection

Decisions at the Stella Maris Hospital and Sarah Hospital

No Variables

Obgyn Polyclinic Hospital

Stella Maris

Hospital

Sarah

Hospital

Take

effect

Take

effect

Role of

the

Famil

√

  

Reference

rou

   

3 Culture

   

Service

qualit

√



√



5 Price

 

√



6 Promotion √

  

7 Place √



√



Based on the Table 4, it can be seen the

differences of the factors that influence patient

preferences in the selection of Obgyn Polyclinic

services. The analysis showed that at Stella Maris

Hospital there are four variables that influence patient

preferences in service selection, namely the role of

family, service quality, promotion, and place.

Whereas at Sarah Hospital, there are only three

variables that influence patient preferences in the

selection of services in terms of quality of service,

price, and place.

3.3.1 Influence of Family Roles with Patient

Preferences in Obgyn Polyclinic

Service Selection Decisions

Based on the analysis results it can be seen that the

comparison according to family role variables, where

there is a difference between the role of the family

between patient preferences at Stella Maris Hospital

and Sarah Hospital. At Stella Maris Hospital it was

found that from 282 respondents who were observed,

there are 213 people who assess the family role with

194 people (91.1%) of whom have positive patient

preferences, while 19 people (8.9%) the rest have

negative patient preferences. Furthermore, there were

69 people who rated the family not playing a role with

42 people (60.9%) of whom had positive preferences,

while 27 people (39.1%) the rest have negative

patient preferences. While at Sarah Hospital, of the 63

respondents observed, there were 31 people who

rated the family as having a role with 17 people

(54.8%) of whom had positive patient preferences,

while the remaining 14 (45.2%) had negative patient

preferences. Furthermore, there were 32 people who

rated the family as not playing a role with 21 people

(65.6%) of whom had positive preferences, while the

remaining 11 people (34.4%) had negative patient

preferences.

For most consumers, family is the main reference

for various attitudes and behaviors. The family is the

main target market for most products and product

categories. Like most basic urban groups, family is

defined as two or more people, who are linked by

blood ties, marriage, or adoption who live together.

There are three types of families, including husband

and wife, nuclear family and extended family.

In a family, the term socialization function is

known as the main function of the family. Other

family functions include providing economic and

emotional support, and the lifestyle of family

members (Schiffman, 2015). Members of a family

assume a special role in carrying out their daily tasks,

which role or task can extend to the area of decision

making to buy as a service user. The key roles of

family members as service users include people who

influence, decision makers, buyers, people who

prepare, service users and regulators. The role of the

family which is illustrated in this case is the time

when the patient uses Obgyn polyclinic service in the

hospital which is always accompanied by the family.

In addition, after observing, it turns out the

patient's family is not just to accompany or look after

the patient. But more than that, the family acts as an

influencer that influences patient decisions in the

choice of hospital services. Relatives or families who

HIMBEP 2020 - International Conference on Health Informatics, Medical, Biological Engineering, and Pharmaceutical

have used health services at the hospital provide an

overview and information related to the services

provided at the hospital so that patients become

convinced to choose the hospital.

Decisions in service selection can be influenced

by several factors, one of which is an internal factor.

The influence of internal or personal factors can take

the form of perception, motivation and involvement,

knowledge, attitude, learning, age group, lifestyle and

family. This factor is considered to have played an

important role in consumer decision making related

to hospital service selection. The role of the family is

a factor that has a high involvement in the selection

of services. This is based on the fact that within a

family between one family member and another

family member has a large influence and role when

making daily purchases is no exception in the

selection of hospital services (Sangadji, 2013).

Some opinions related to marketing, many

recognize that a person's attitude and behavior in

using a product or service is mainly influenced by his

family. When choosing a poly obgyn service at a

hospital, patients who have never previously used

services at the hospital will usually seek some

information or opinions from other families who have

used services at the hospital. Opinions from other

families allow patients to get a more complete and

reliable picture of the services obtained from the

hospital. The results of this study are in line with the

results of Rahmania's research (2014) which states

that the families considered to have a greater chance

of influencing the decision to choose a hospital.

Research conducted by Flatley (2013) found that

recommendations from families who have never used

a health service affect patient preferences in choosing

that health service.

3.3.2 Influence of Service Quality with

Patient Preferences in Obgyn

Polyclinic Service Selection Decisions

In the results of descriptive analysis related to service

quality variables at Stella Maris Hospital shows, of

the 282 respondents observed, there were 252 people

who rated good service quality with 221 people

(87.7%) of whom had positive patient preferences,

while 31 people (12.3%) the rest had negative patient

preferences. Furthermore, there were 30 people who

rated service quality as poor with 15 people (50.0%)

of whom had positive preferences, while the

remaining 15 people (50.0%) had negative patient

preferences. Similarly, the results of descriptive

analysis related to service quality variables at Sarah's

Hospital showed that, of the 63 respondents observed,

there were 50 people who rated good service quality

with 31 people (62.0%) of whom had positive patient

preferences, while 19 people (38.0%) the rest had

negative patient preferences. Furthermore, there were

13 people who rated the service quality as not good

with 7 people (53.8%) of whom had positive

preferences, while 6 people (46.2%) had the

remaining negative patient preferences.

Kotler et al (2015) formulated that quality is a

dynamic condition related to products, services,

people, processes and the environment that meets or

exceeds expectations. Parasuraman (1994) suggests

five dimensions of service quality. The first

dimension is reliability, that is, the ability to deliver

the promised service accurately and the ability to be

reliably reliably, especially providing services on

time, in the same manner as the promised schedule,

and without mistakes. The second dimension was

responsiveness, which is the willingness or desire of

employees to help provide services needed by

consumers. The third dimension was assurance which

includes knowledge, ability, friendliness, courtesy,

and trustworthiness from personal contacts to

eliminate the nature of consumer doubts and make

them feel free from danger and risk. The fourth

dimension was empathy, which includes the attitude

of personal or company contacts to understand the

needs and difficulties, consumers, good

communication, personal attention, and the ease of

communication or relationships. The fifth or final

dimension was physical products (tangibles), and

others that can and must be in the service process.

3.3.3 Influence of Price with Patient

Preferences in Obgyn Polyclinic

Service Selection Decisions

Based on the results of the analysis, it can be seen the

comparison according to the price variable, where

there is a difference between the prices between

patient preferences at Stella Maris Hospital and Sarah

Hospital. At Stella Maris Hospital it was found that

of the 282 respondents observed, there were 156

people who rated prices according to 143 people

(91.7%) of whom had positive patient preferences,

while 13 people (8.3%) had the remaining patient

preferences negative ones. Furthermore, there were

126 people who considered the price to be

incompatible with 93 people (73.8%) of whom had

positive preferences, while 33 people (26.2%) had the

remaining negative patient preferences. Different

things are shown from the results of descriptive

analysis related to price variables at Sarah's Hospital

showing, of the 63 respondents observed, there were

Patient Preferences on Decisions of Choosing Obgyn Polyclinic Services

45 people who rated prices according to 24 people

(53.3%) of whom had positive patient preferences,

while 21 people (46.7%) the rest had negative patient

preferences. Furthermore, there were 18 people who

rated the price as incompatible with 14 people

(77.8%) of whom had positive preferences, while the

remaining 4 people (22.2%) had negative patient

preferences.

Price is an element of the marketing mix that

contributes revenue or income to the company as well

as a flexible marketing mix element, which means it

can be replaced immediately. According to Kotler

(2015), price is the amount of money that becomes an

obligation for consumers to be paid to get a product

or service that is needed or desired by consumers.

Price is the amount of money needed to be exchanged

for a product or service that can meet consumer

needs. Price has the main function on patient

preference.

3.3.4 Influence of Promotion with Patient

Preferences in Obgyn Polyclinic

Service Selection Decisions

Based on the results of the analysis, it can be seen the

comparison according to the price variable, where

there is a difference between the prices between

patient preferences at Stella Maris Hospital and Sarah

Hospital. At Stella Maris Hospital it was found that

of the 282 respondents observed, there were 256

people who rated good promotion with 236 people

(92.2%) of whom had positive patient preferences,

while 20 people (7.8%) had the remaining patient

preferences negative ones. Furthermore, there were

26 people who rated the promotion as not good with

0 people (0.0%) of whom had positive preferences,

while the remaining 26 people (100.0%) had negative

patient preferences.

Different things are shown from the results of

descriptive analysis related to promotion variables at

Sarah's Hospital showing, of the 63 respondents

observed, there were 29 people who rated the

promotion well with 15 people (51.7%) of whom had

positive patient preferences, while 14 people (48.3%)

the rest have negative patient preferences.

Furthermore, there were 34 people who rated the

promotion as not good with 23 people (67.6%) of

whom had positive preferences, while the remaining

11 people (32.4%) had negative patient preferences.

Basically promotion is all types of marketing

activities aimed at encouraging consumer demand for

products offered by producers or sellers. The purpose

of promotion was to modify consumer behavior,

inform or inform the product to consumers, and

persuade and motivate consumers to want to buy the

product offered, and finally remind consumers about

the product so they do not switch to another product.

There were 4 types of activities in the promotion of a

product, among others, advertising, individual sales,

sales promotion, and publicity (Sangadji, 2013).

In relation to hospitals, publicity is the activity

that should be most highlighted in a hospital's

promotional activities. Publicity activities that can be

carried out, for example, are health seminars that

invite the general public, where activities can be

informed about hospitals, services and facilities.

Social service to the community around the hospital

can also be an effective means of publicity. Hospital

website optimization by adding health information

and online consultation can also be an alternative

promotion.

The results of this study support the results of

previous studies such as the Mosadeqhrad (2014)

study which found that promotion is one of the factors

that influence patient preferences in choosing

outpatient services in a hospital. Schuldt (2017) found

that in Germany patients made the decision to choose

hospital services based on information obtained from

the hospital's website. The patient compares the

information he gets from several hospital websites so

that he can decide which hospital is providing the

most appropriate service for him.

3.3.5 Influence of Location with Patient

Preferences in Obgyn Polyclinic

Service Selection Decisions

In the results of descriptive analysis related to the

variable place in Stella Maris Hospital shows, of the

282 respondents observed, there were 237 people

who rated the place well with 226 people (95.4%) of

whom had positive patient preferences, while 11

people (4, 6%) the rest have negative patient

preferences. Furthermore, there were 45 people who

rated the place as not good with 10 people (22.2%) of

whom had positive preferences, while 35 people

(77.8%) had the remaining negative patient

preferences.

Similarly, the results of descriptive analysis

related to the variable place in Sarah's Hospital

showed, of the 63 respondents observed, there were

44 people who rated a good place with 24 people

(54.5%) of whom had positive patient preferences,

while 20 people (45,5%) the rest have negative

patient preferences. Furthermore, there were 19

people who rated the place as not good with 14 people

(73.3%) of whom had positive preferences, while 5

HIMBEP 2020 - International Conference on Health Informatics, Medical, Biological Engineering, and Pharmaceutical

people (26.3%) had the remaining negative patient

preferences.

Location or place was an easy access and

appearance and overall condition. Location of service

facilities is a crucial factor that influences the success

of a service because it is highly related to the

formation of customer perception. Customers'

perceptions of a service can also be influenced by the

atmosphere formed by the exterior and interior of the

relevant service facilities. The elegant atmosphere

often gives rise to a perception of certain social

statuses, a warm atmosphere generates a perception

of comfort, and a professional atmosphere creates a

perception of security and trust among customers.

4 CONCLUSIONS

Based on the results of the analysis it can be seen that

on average about 51-89% consider factors of family

role, service quality, promotion, price and place to

influence patient preferences in service selection

decisions at the Obgyn Polyclinic. Based on the

multivariate final model, the variables of family role,

service quality, promotion and location are the

biggest predictors in the decision to select Obgyn

Polyclinic services..

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