The Relationship Between the Health Service Marketing Mix and the Decision to Choose a Place of Delivery Among Mothers in Rantau Nangka Village, Sungai Pinang Subdistrict, Banjar Regency
DOI:
https://doi.org/10.47134/ijatm.v2i4.103Keywords:
Marketing Mix, Delivery Place Decision, Health Facilities, Pregnant Women, Rural Health ServicesAbstract
Childbirth is a complex physiological process influenced by medical, social, and cultural factors. The choice of delivery place significantly affectss the safety of both mother and baby. Although nationally there has been an increase in deliveries at healthcare facilities, many mothers in rural areas still choose to give birth outside official facilities. In Rantau Nangka Village, Banjar Regency, deliveries outside healthcare facilities rose from 30% in 2020 to 54.37% in 2024. This decision is influenced by various factors that can be analyzed through the marketing mix approach (product, price, place, promotion, people, process, and physical evidence). To analyze the relationship between the marketing mix and the decision in choosing the place of delivery. A quantitative cross-sectional study conducted in Rantau Nangka Village (October 2024–June 2025) with a total sample of 35 third-trimester pregnant women. Data were collected using a closed-ended Likert scale questionnaire and analyzed using the Chi-Square test. The majority of respondents rated the elements of product (60%), promotion (57.1%), price (60%), people (91.4%), process (94.3%), and physical evidence (62.9%) as good. Eighty percent chose to deliver in healthcare facilities. There was a significant relationship between place of delivery and product (p=0.006), promotion (p=0.010), price (p=0.006), and physical evidence (p=0.003). No significant relationship was found with place (p=0.735), healthcare personnel (p=0.546), and process (p=0.446). Several elements of the marketing mix significantly influence the decision of delivery place. Therefore, targeted promotion strategies and service quality improvements in rural areas are needed to increase deliveries at healthcare facilities.
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