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ABSTRACT Background : PKU Muhammadiyah Hospital of Bantul is a type C hospital with 133 bed capacities. Bed Occcupation Rate during the last 5 years is about 57% - 67%. It is a private hospital with operational cost supported entirely from revenue obtained from patiens. Method: The study used observasional and survey method with cross sectional approach. Population consisted of all in patients. There are 120 respondent. Analyses test using linier regression. Result and Discussion: The result of study showed correlation coefficient as much as 0,755. This meant that marketing mix (X) had very significant relationship whit patient loyality (Y). Regresion equivalent showed Y= -0,285-0,020X1+0,017X2+0,024X3+0,100X4+0,065X5+0,096X6+0,315X7. Whereas determinant coefficient (R 2 ) 0,542. This implied that patient loyality simultaneously affected as much as 54,2% to patient loyality. Value of F calculation was 21,157, F significant was 0,000, reliability 95%. Marketing Mix factors that influence patient’s decision to reuse in patient service at Bantul Muhammadiyah PKU Hospital are building condition (4,347, p=0,000) and process (2,320, p=0,022). The other factors: product, price, place, promotion and people has not yet been influence  in patient loyality in-patient service in Bantul Muhammadiyah PKU Hospital, product (0,354, p=0,724), price (0,287, p=0,775), place (0,470,p=0,639), promotion (1,633, p=0,105), people (1,133,p=0,260). Conclussion: Marketing Mix factors that influence patient’s decision to reused in patient service at Bantul Muhammadiyah PKU Hospital are the building condition and service process that has been given.

Pengaruh Faktor Bauran Pemasaran Terhadap Loyalitas Pasien Rawat Inap RS PKU Muhammadiyah Bantul