ABSTRAKTesis ini bertujuan menganalisis hubungan bauran promosi (word of mouth dan nonword of mouth) dengan pengetahuan pasien terkait pelayanan di poliklinik RSIABudi Kemuliaan. Adapun variabel confounding karakteristik pasien (usia,pendidikan, pekerjaan, penghasilan) juga dianalisis hubungannya denganpengetahuan tersebut. Jenis penelitian adalah penelitian kuantitatif denganpendekatan cross sectional. Sampel penelitian terdiri dari 100 responden yangmewakili poliklinik pelayanan berjenjang lantai 2, pelayanan pribadi lantai 3 pagi,dan sore. Hasil penelitian menunjukkan bahwa tidak ada hubungan antara bauranpromosi dengan pengetahuan pasien sehingga tidak efektif promosi yang dilakukanterhadap pengetahuan pasien. Hanya variabel confounding pendidikan yangberpengaruh terhadap pengetahuan pasien.

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ABSTRACTThe aim of this study is to analyze the correlation between promotion mix (word ofmouth and non word of mouth) with knowledge related to patient services atpolyclinic RSIA Budi Kemuliaan. The confounding variables of patientcharacteristics (age, education, occupation, income) were also analyzed to do withthat knowledge. This type of study is a quantitative study with cross sectionalapproach. Sample consisted of 100 respondents representing polyclinic 2nd floor, 3rdfloor in the morning, and afternoon. The results showed that there was no correlationbetween patient’s knowledge of the promotion mix with so promotion in polyclinicnot efective for patient's knowledge. Only education confounding variables thatinfluence the patient's knowledge.