Faktor-Faktor Pelaksanaan Customer Relationship Marketing Persatuan Diabetes yang Berhubungan dengan Customer Value di RS Panti Wilasa dr. Cipto Semarang

Abstract

Universitas Diponegoro Fakultas Kesehatan Masyarakat Program Magister Ilmu Kesehatan Masyarakat Konsentrasi Administrasi Rumah Sakit 2014 ABSTRACT Erni Widyaningrum Faktor-Faktor Pelaksanaan Customer Relationship Marketing Persatuan Diabetes yang Berhubungan dengan Customer Value di RS Panti Wilasa dr. Cipto Semarang xvii + 85 halaman + 14 tabel + 6 gambar + 9 lampiran RS. Panti Wilasa dr Cipto (RS PWDC) adalah rumah sakit yang berfokus pada nilai pelanggan sesuai dengan misinya yaitu meningkatkan nilai bagi stake holder dan menciptakan pengalaman bagi pelanggan. RS Panti Wilasa melakukan upaya tersebut dengan mendirikan komunitas CustomerRelationship Marketing (CRM) Persadia pada tahun 2007. Terjadi penurunan jumlah anggota Persadia sejak tahun 2012. Tujuan penelitian ini adalah menganalisis faktor yang berhubungan dengan customer value pada anggota Persadia. Jenis penelitian ini adalah observasional analitik, dengan pendekatan cross sectional. Populasi penelitian adalah seluruh anggota aktif Persadia (n=73).Data dikumpulkan dengan angket menggunakan kuesioner terstruktur. Variabel bebas: keragaman jasa, lokasi, persepsi tentang harga. Variabel terikat: customer value. Analisis data menggunakan uji Chi Square dan Regresi Logistik. Hasil penelitian menyatakan keragaman jasa Persadia baik (64,4%), lokasi Persadia baik (63%), persepsi tentang pembiayaan baik (53,4%). Semua variabel berhubungan dengan customer value. Hasil Regresi logistik menunjukkan secara bersama keragaman jasa (Exp B =7,83;p=0,0001), persepsi tentang pembiayaan (Exp B=7,30;p=0,0001) dan lokasi (Exp B=4,73;p=0,0001) berhubungan dengan customervalue. Disarankan kepada pengurus CRM persatuan diabetes RS Panti Wilasa Dr Cipto untuk mengevaluasi gerakan senam, mencari alternatif pengganti tempat senam Persadia untuk lokasi senam persadia pada saat musim hujan, meminimalisir adanya tambahan biaya diluar biaya iuran wajib setiap bulan. Kata kunci : Customer Relationship Marketing, customer value Kepustakaan : 40 (1996-2013) Diponegoro University Faculty of Public Health Master’s Program in Public Health Majoring in Hospital Administration 2014 ABSTRACT Erni Widyaningrum Factors of Customer Relationship Marketing Implementation of Diabetes Association that Relate to Customer Value of Panti Wilasa dr. Cipto Hospital in Semarang xvii + 85 pages + 14 tables + 6 figures + 9 enclosures Panti Wilasa dr. Cipto Hospital (PWdC) is a hospital which focuses on a customer value in accordance with its mission to increase value for stakeholders and create experiences for customers. The hospital made an effort by establishing a community of Customer Relationship Marketing (CRM) of Diabetes Association (DA) in 2007. Number of DA members has decreased since 2012. This research aimed to analyze factors relating to customer value among DA members. This was observational-analytic research with cross-sectional approach. Research population consisted of all active DA members (n=73). Data were collected using a structured questionnaire. Independent variables encompassed a variety of services, location, and perception of financing, whereas a dependent variable was customer value. Furthermore, data were analyzed using Chi-Square and Logistic Regression tests. The results of this research showed that mostly respondents had good DA service varieties (64.4%), good DA location (63%), and good perception of financing (53.4%). All variables significantly related to customer value. The result of Logistic Regression revealed that the variables of a variety of services (Exp(B)=7.83; p=0.0001), perception of financing (Exp(B)=7.30; p=0.0001), and location (Exp(B)=4.73; p=0.0001) jointly related to customer value. As a suggestion, the CRM management of DA at the PWdC hospital needs to evaluate gymnastic movement, seeks another DA gymnastic location during rainy season, and minimize additional costs excluded from monthly compulsory premium. Key Words : Customer Relationship Marketing, Customer Value Bibliography : 40 (1996-2013)