ANALISIS FAKTOR YANG MEMPENGARUHI LOYALITAS PELANGGAN DI RUMAH SMUT "ROMANI" SEMARANG

Abstract

Nowadays, the business development faces some various possibilities as the effects of the situation that always changes very fast. Hospital, as the health care provider, is also faced with those problems that cause the sharply increasing competition. Loyality is the highest level of satisfaction, so that the hospital management definitely hopes that its service not only gives some satisfaction but it can also create the customer's loyality, because the customers having been loyal with the potential become the marketers in their surroundings, also the most possibility, being loyal with the other product service will take along time duration. This study has been carried out in the hospital "Roemani" Muhammadiyah Semarang in which it belongs to the private hospital. •The sample amount which is submitted is 110 respondents. The descriptive result shows that customers in the hospital "Roemani" Semarang mostly work in private sectors (41.82%). The purpose of the study is to analyze various factors which are influential towards the customer's loyality by developing causal relationship between customer's loyality factor and service quality as well as administration and management factor, medical service, nursing service, and equipment technologi. Therefore, such developed relationship is justified by SEM which is conducted with AMOS program. The model feasibility test is carried out by using the criteria goodness-of-fit and regression weight. Result of feasibility test shows that the model in this study has fulfilled the condition. The result of regression weight shows that there is a positive relationship between servicequality and customer's loyality in the amount of 0.798. The factor which has the biggest influence directly towards the service quality is nursing service in the amount of 0.386, after that the medical service factor is in the amount of 0.294. The estimacy result also shows that comfort's dimension has a strongest relationship with the service quality. This term shows that to improve the customer's loyality so the comfort in the lodging treatment room is the main factor. Perkembangan usaha dewasa ini menghadapi berbagai kemunglcinan akibat situasi yang selalu berubah seem-a cepat Rumah sakit sebagai penyedia perawatan kesehatan juga dihadapkan dengan masalah tersebut yang mengalcibatkan persaingan yang meningkat dengan tajam. Loyalitas merupakan tingkat tertinggi dari kepuasan, sehingga manajemen rumah sakit tenth mengharapkan bahwa pelayanarmya tidak hanya memberi kepuasan akan tetapi sekaligus dapat menciptakan loyalitas pelanggan, karena pelang,gan yang loyal akan potensial menjadi pemasar di lingkungannya, juga kemungkinan besar loyal dengan produk pelayanan yang lain &lam jangka walctu yang lama. Penelitian ini dilalcukan di rumah sakit "Roemani" Muhamadiyah Semarang yang merupakan rumah sakit swasta. Jumlah sampel yang diambil sebanyak 110 responden. Hasil deslcriptifmenunjukkan bahwa pelaaggan RS "Roemani" Semarang sebagian besar bekerja di selctor swasta (41,82%). ifujuan penelitian ini adalah untuk menganalisis berbagai falctor yang berpengaruh terhadap loyalitas pelang,gan. Dengan membangun hubungan kausalitas antara faktor loyalitas pelanggan dan kualit2s pelayanan serta faktor administrasi dan manajemen, pelayanan media, pelayanan keperawatan, dan teknologi peralatan. Selanjutnya hubungan yang telah dibangun diuji dengan SEM yang dijalanlcan melalui program AMOS Uji kelayalcan model dilalculcan dengan menggunalcan kriteria Goodness-of-fit dan regression weight. Hasil uji kelayakan menunjuklcan bahwa model dalam penelitian ini sudah memenuhi syarat Hash l regression weight menunjukkan ada hubungan positif antara kualitas pelayanan dan loyalitas pelanggan sebesar 0,798. Falctor yang paling besar pengaruhnya secara langsung terhadap kualitas pelayanan adalah pelayanan keperawatan sebesar 0,386, setelah itu faktor pelayanan medis sebesar 0,294. Hasil estimasi juga menunjuldcan bahwa dimensi kenyamanan mempunyai hubungan paling kuat dengan kualitas pelayanan. Hal itu menunjukkan bahwa untuk meningkatkan loyalitas pelanggan maka kenyamanan di ruang rawat Map merupalcan indikator utarna