Analisis Kaitan antara Brand Image Pasien tentang Pelayanan VIP A dan Keputusan Pemanfaatan Ruang Rawat Inap VIP A RSUD Sunan Kalijaga Demak

Kholifah, Noor and Kana, Nico L. and Mawarni, Atik (2013) Analisis Kaitan antara Brand Image Pasien tentang Pelayanan VIP A dan Keputusan Pemanfaatan Ruang Rawat Inap VIP A RSUD Sunan Kalijaga Demak. Masters thesis, UNIVERSITAS DIPONEGORO.

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Abstract

Universitas Diponegoro Fakultas Kesehatan Masyarakat Program Magister Ilmu Kesehatan Masyarakat Konsentrasi Administrasi Rumah Sakit 2013 ABSTRAK Noor Kholifah Analisis Kaitan antara Brand Image Pasien tentang Pelayanan VIP A dan Keputusan Pemanfaatan Ruang Rawat Inap VIP A RSUD Sunan Kalijaga Demak 93 halaman + 7 tabel + 6 gambar + 21 lampiran Konsumen saat ini sangatlah kritis dalam memilih produk, keputusan untuk membeli suatu produk sangat dipengaruhi oleh penilaian akan bentuk dan kualitas produk tersebut. RSUD Sunan Kalijaga Demak memiliki ruang rawat inap VIP A dengan 10 tempat tidur. Meskipun tarifnya murah dan survey kepuasan pelanggan sangat puas, namun pemanfaatannya masih rendah. Dari hasil studi pendahuluan diketahui bahwa brand image pasien tentang pelayanan VIP A masih kurang. Penelitian ini bertujuan untuk menganalisis kaitan antara brand image pasien tentang pelayanan VIP A yang meliputi faktor keunggulan, kekuatan, keunikan pelayanan VIP A dan keputusan pemanfaatan ruang rawat inap VIP A . Penelitian ini merupakan penelitian kualitatif dengan menggunakan wawancara mendalam dan observasi. Subyek penelitian adalah 6 orang terdiri dari 2 orang informan utama yaitu pasien yang telah mendapatkan pelayanan di VIP A, dan 4 orang informan triangulasi yaitu 1 orang pasien yang telah mendapatkan pelayanan di VIP B, dan 3 orang direksi dan pejabat struktural RSUD Sunan Kalijaga Demak meliputi Direktur, Kepala Bidang Pemasaran, dan Kepala Ruang VIP A. Analisis data yang digunakan adalah analisis model interaktif (interactive model of analysis) yaitu reduksi data, menyajikan data, dan menarik kesimpulan. Hasil penelitian menunjukkan bahwa pasien memiliki brand image positif tentang keunggulan pelayanan VIP A dan mendukung keputusan pemanfaatan ruang rawat inap VIP A. Keunggulan pelayanan VIP A terletak pada pelayanan dokter yang komunikatif dan pelayanan perawat yang responsive. Pasien memiliki brand image yang sangat kurang tentang kekuatan pelayanan di VIP A, sehingga belum mendukung keputusan pemanfaatan ruang rawat inap VIP A. Kekuatan pelayanan VIP A terletak pada fasilitas pilih menu makan oleh pasien sesuai kebutuhannya. Pasien memiliki brand image positif tentang keunikan pelayanan VIP A dan mendukung keputusan pemanfaatan ruang rawat inap VIP A. Keunikan pelayanan VIP A terletak pada fasilitas pilih dokter sebelum masuk ruangan. Rekomendasi penelitian ini ditujukan kepada pihak manajemen RSUD Sunan Kalijaga Demak untuk meningkatkan kegiatan promosi untuk VIP A (promotional mix), mengadakan pengecekan secara berkala untuk kondisi fasilitas di VIP A, dan menjalin kerjasama (MoU) dengan perusahaan yang bersedia meng-cover untuk tarif kelas VIP A. Kata Kunci : Brand Image, Pelayanan, Keputusan Pemanfaatan Kepustakaan : 39 (1989 – 2013) Diponegoro University Faculty of Public Health Master Program in Public Health Majoring in Hospital Administration 2013 ABSTRACT Noor Kholifah Analysis of the Relationship between Brand Image of Patients about the Services of VIP A and Decision in Using Inpatient Room of VIP A at Sunan Kalijaga Public Hospital in Demak 93 pages + 7 tables + 6 figures + 21 enclosures Nowadays, consumers are very critical in choosing a product. Decision to buy depends on an appraisal of shape and quality of a product. Sunan Kalijaga Public Hospital has an inpatient room of VIP A with 10 beds. However, the use of the room is very low even though it is cheap rates and customers are very satisfied. Preliminary research showed that brand image of patients about the services of VIP A was still low. This research aimed to analyse the relationship between brand image of patients about the services of VIP A that consisted of the factors of excellence, strength, uniqueness of VIP A and decision in using the inpatient room of VIP A. This was qualitative research using indepth interview and observation to collect data. Number of subjects was 6 persons consisted of two patients at VIP A room as main informants and 4 informants for triangulation purpose consisted of a patient at VIP B rooms, Director of the Hospital, Head of Marketing Department, and Head of VIP A room. Furthermore, data were analyzed using interactive model of data analysis consisted of data reduction, data display, and conclusions (drawing/verifying). The results of this research showed that patients had good brand image about excellence of the VIP A services and supported the decision in using the inpatient room of VIP A. Additionally, the excellence was determined by a communicative doctor and a responsive nurse. On the other hand, patients had bad brand image about strength of the VIP A. Consequently, it had not supported the decision in using the inpatient room of VIP A yet. The strength depended on facilities for choosing food menu in accordance with their necessities. Patients had good brand image about uniqueness of the VIP A services and it supported the decision in using the inpatient room of VIP A. The uniqueness was determined by facilities for choosing a doctor before entered the room. As a suggestion, the Sunan Kalijaga Public Hospital management needs to increase promotion activities for VIP A (promotional mix), periodically check facilities at VIP A, and establish a memorandum of understanding (MoU) with a company which would like to cover VIP A room rates. Key Words : Brand Image, Services, Decision to Use Bibliography : 39 (1989-2013)

Item Type:Thesis (Masters)
Subjects:Q Science > Q Science (General)
Divisions:School of Postgraduate (mixed) > Master Program in Public Health
ID Code:41323
Deposited By:Mr. Mikm Undip
Deposited On:20 Jan 2014 11:37
Last Modified:23 May 2014 13:37

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