Pengaruh Harga Dan Pelayanan Terhadap Keputusan Pembelian (Studi Kasus Pada Rumah Sakit Roemani Muhammadiyah Semarang)

Abstract

Price and service are factor that very important and must be attended on business of service. Price and service must be attended by interprise and studied in order to evaluate and expand to compatible with other interprise. Rumah Sakit Roemani Muhammadiyah Semarang one’s of healthy business of Persyarikatan Muhammadiyah Semarang. The profit margin can’t to ful fill of target. Goal of this research is to know patient perception that price and service in Rumah Sakit Roemani Muhammadiyah Semarang. Know influence of price and service to buying decision by partial manner and by simultan manner. Research type is Explanatory Research with 89 patient by Accidental Sampling Technique from patient of Rumah Sakit Roemani Muhammadiyah Semarang. Data analyse by Descriptive and Inferential by Double Regression Analyse with test of hipotesis, by SPSS program. Output of price analyse in Rumah Sakit Roemani Muhammadiyah Semarang is mostly patient answer that price of Rumah Sakit Roemani Muhammadiyah Semarang is expensive, service of Rumah Sakit Roemani Muhammadiyah Semarang is good and buying decision is low. Price variable has negative influntial to buying decision (-0,228). That mean’s price cheaper make buying decision more high, but price variable not significant so up down of price unpredict of buying decision quantity. Service variable has positive influential (0,497) that mean’s more good service make buying decision more high. Price and service simultanly to effect of buying decision. The influence that’s variable in great number is 23,5% whre as 76,5% is explained other factors. This suggestion to Rumah Sakit Roemani Muhammadiyah Semarang is other to pay attention of price, the hospital must be also to increase the service, like parking system and added a television in waiting room.