Analysis of Media Campaign Influence Hospital of Consumer Decision in Using the Service (Case Study on Eye Center RSI Semarang Sultan Agung)

Abstract

Competition among hospitals is going up. Therefore, a hospital management must anticipate its condition through dissemination of information about services to community using promotion media. Improvement of promotion activity will improve consumers’ knowledge and influence them to use the services. Number of new patients at Semarang Eye Center of Sultan Agung Moslem Hospital is decreasing even though dissemination of information using promotion media has been performed. Aim of this research was to obtain description of availability of information, burden of information, way of presented information, and the consumer’s decision to use the provided services. This was observational research using survey method and cross sectional approach. A questionnaire was used to collect data from 74 respondents who used the services after obtained information from promotion media. Data were analyzed using method of univariate, bivariate, and multivariate (Logistic Regression test). Result of this research shows that most of the respondents have a high education (62.16%), work as a government officer (40.54%), are included in young group under 30 years of age (48.65%), live in Semarang City (54.05%), and have a difficulty to access the location of services (56.80%). Furthermore, most of the respondents perceive that availability of information is lack (67.6%), burden of information is unclear (55.4%), and information is presented unattractively (63.55%). Percentage of consumer’s decision to directly use is equal to 24.3% and indirectly use is equal to 75.7%. Based on bivariate analysis, variables that have significant relationship with the consumer’s decision to use the services are availability of information (p = 0.0001), burden of information (p = 0.0001), and way of presented information (p = 0.0001). Result of multivariate analysis, availability of information and way of presented information influence consumer’s decision to use the services. Sumber Utama : www.mikm.undip.ac.id