Anton Bawono
Dosen STAIN Salatiga
Email: Alfathbawono@yahoo.co.id
Abstract
This research is trying to observe spirituality-religiosity aspect through marketing mix that influences the patients to choose Islamic hospital. By applying non-profitability sampling in which data is collected through questionnaire given to the patients in Rumah Sakit Islam Kalimasada Yogyakarta. The finding on statistical and classical assumption shows that spirituality-religiosity aspect is the secondary aspect in making the decision to choose Islamic hospital. So that this aspect play an important role for health organization to compete in health services.
Keywords: Marketing Mix, spirituality-religiousity, patients decision.