ANALISIS PENGARUH PERSEPSI PASIEN TENTANG BAURAN PEMASARAN TERHADAP LOYALITAS PASIEN DI POLIKLINIK RAWAT JALAN RS BAPTIS KEDIRI (Analysis on Influence of Marketing Mix Perception to Patient’s Loyalty in Out Patient Clinic Kediri Baptist Hospital)

Poernomo, Dewi Ika Sari Hari (2009) ANALISIS PENGARUH PERSEPSI PASIEN TENTANG BAURAN PEMASARAN TERHADAP LOYALITAS PASIEN DI POLIKLINIK RAWAT JALAN RS BAPTIS KEDIRI (Analysis on Influence of Marketing Mix Perception to Patient’s Loyalty in Out Patient Clinic Kediri Baptist Hospital). Masters thesis, program Pascasarjana Universitas Diponegoro.

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Abstract

Poliklinik RS Baptis mengalami penurunan jumlah kunjungan pasien lama mulai tahun 2005 sampat tahun 2007, penurunan jumlah pasien lama mengindikasikan adanya loyalitas pasien yang menurun. Karena itu rumah sakit perlu perlu mendesain program pemasaran dengan menerapkan bauran pemasaran/marketing mix. Bauran pemasaran mencakup aspek product, price, place, promotion, people, process. Penelitian ini bertujuan untuk mengetahui pengaruh persepsi pasien tentang bauran pemasaran terhadap loyalitas pasien. Penelitian ini merupakan penelitian observasional dengan metode survey dan pendekatan crossectional. Instrumen penelitian menggunakan kuisioner kepada 150 orang pasien lama yang memanfaatkan pelayanan kesehatan di poliklinik RS Baptis Kediri. Data penelitian dianalisis secara kuantitatif dengan metode univariat, bivariat dan multivariat dengan uji analisa regresi logistik program SSPS. Berdasarkan hasil penelitian diketahui persepsi pasien tentang product baik sebesar (56%) ,persepsi pasien tentang price baik sebesar (58,7%) , persepsi pasien tentang place baik sebesar (52,7%), persepsi pasien tentang promotion kurang baik sebesar (52%), persepsi pasien tentang people baik sebesar (58,7%), persepsi pasien tentang process baik sebesar (56,7%) dan pasien yang loyal sebesar (60,7%). Hasi penelitian menunjukkan tidak ada hubungan antara persepsi pasien tentang product (p=0,604), place (p=0,062), promotion (p=0,201), people (p=0,291) dengan loyalitas pasien dan ada hubungan antara price (p=0,016), process (p=0,019) dengan loyalitas pasien. Hasil penelitan juga menunjukkan adanya pengaruh bersama-sama antara persepsi tentang price dan process terhadap loyalitas pasien. Saran bagi manajemen dan bagian marketing untuk menerapkan strategi harga khusus untuk mengikat pelanggan lama, meningkatkan mutu pelayanan di poliklinik terutama untuk process pelayanan, fokus pada kepuasan pasien dan menjalin komunikasi yang baik dengan pasien lama sehingga dapat meningkatkan loyalitas pasien terhadap RS Baptis. Number of old patient in out patient clinic of Kediri Baptist Hospital had been decreased since 2005 to 2007 It mean that their loyalty is less. Hospital needed to design marketing mix program. It included product, price, place, promotion, people, process. This research was aimed to analyze influence of marketing mix perception to patient’s loyalty in out patient’s clinic of Kediri Baptist Hospital. This research was an observational and crosssectional study. Respondent of this study were 150 old patients of out patient Clinic Kediri Baptist Hospital. Data were collected by questionaire and were analized by univariat, bivariat and multivariate regression test in SPSS. The research result showed that the perception of product was good (56%), the perception of price was good (58,7%), the perception of place was good (52,7%), the perception of promotion was not good (52%), the perception of people was good (58,7%), the perception of process was not good (56,7%) and the patient loyalty (60,7%). There was no correlation between perception of product (p=0,604), place (p=0,062), promotion (p=0,201), people (p=0,291) with patient loyalty and there is a correlation between perception of price (p=0,016), process (p=0,019) with patient loyalty. It can be concluded that perception of price and process influenced patient loyalty. The suggestion for the management and marketing administrator are to bond old patient by specified price strategy, improve the quality of service in polyclinic especially to the service process, focused on the satisfaction of the patient and make good communication with the old patient that are able to improve the patient loyalty to Baptist Hospital.

Item Type:Thesis (Masters)
Subjects:H Social Sciences > HV Social pathology. Social and public welfare
Divisions:Postgraduate Program > Master Program in Public Health
ID Code:16960
Deposited By:Mr UPT Perpus 2
Deposited On:20 Jul 2010 09:01
Last Modified:23 Dec 2010 15:04

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