Pengaruh Pemasaran Internal terhadap Motivasi Kerja Karyawan di RSUD Kelet Provinsi Jawa Tengah

Abstract

Universitas Diponegoro Fakultas Kesehatan Masyarakat Program Magister Ilmu Kesehatan Masyarakat Konsentrasi Administrasi Rumah Sakit 2014 ABSTRAK Sumarlin Pengaruh Pemasaran Internal terhadap Motivasi Kerja Karyawan di RSUD Kelet Provinsi Jawa Tengah xvi + 139 halaman + 29 tabel + 9 gambar + 7 lampiran Menurunnya kualitas pelayanan umum di RSUD Kelet menyebabkan meningkatnya keluhan pelanggan yang disertai dengan menurunnya kunjungan pasien dalam empat tahun terakhir (2009-2012). Kualitas pelayanan dipengaruhi oleh pemasaran internal. Tujuan penelitian menganalisis pengaruh pemasaran internal terhadap motivasi kerja karyawan di RSUD Kelet. Jenis penelitian ini observasional analitik dengan cross sectional. Pengumpulan data dengan wawancara menggunakan kuesioner terstruktur. Pemilihan subyek dilakukan secara purposive pada karyawan lini depan Bidang Pelayanan Umum RSUD Kelet sebanyak 122 orang. Variabel terikat : motivasi kerja karyawan, variabel bebas : pendidikan dan pelatihan, pemberdayaan karyawan, komunikasi internal dan penghargaan (reward). Analisis bivariat dilakukan dengan uji korelasi Spearman Rank dan regresi logistik sederhana. Analisis multivariat menggunakan regresi logistik berganda. Hasil penelitian menunjukkan bahwa karakteristik responden sebagian besar memiliki tingkat pendidikan D-III (73,8%), profesi perawat (54,1%), pendapatan di atas UMR Kab Jepara (84,4%), status kepegawaian honorer (52,5%), masa kerja rata-rata 6 tahun dan berumur rata-rata 31 tahun. Subyek yang memiliki persepsi yang baik tentang motivasi kerja 62,3%, pendidikan dan pelatihan 65,6%, pemberdayaan karyawan 63,9%, komunikasi internal 62,3% dan penghargaan (reward) 50,8%. Ada hubungan antara pendidikan dan pelatihan (r=0,718; p=0,0001), pemberdayaan karyawan (r=0,895; p=0,0001) komunikasi internal (r=0,337; p=0,0001) dengan motivasi kerja karyawan. Tidak ada hubungan antara penghargaan (reward) (r=0,080; p=0,379) dengan motivasi kerja karyawan. Ada pengaruh antara pendidikan dan pelatihan (Exp (B)=42), pemberdayaan karyawan (Exp (B)=388,5), komunikasi internal (Exp (B)=4,3) terhadap motivasi kerja karyawan. Terdapat pengaruh secara bersama-sama pemberdayaan karyawan, komunikasi internal, pendidikan dan pelatihan terhadap motivasi kerja karyawan sebesar 87,4%. Disarankan kepada manajemen RSUD Kelet untuk meningkatkan motivasi kerja karyawan dengan memberikan pelatihan karyawan secara berkelanjutan, melibatkan karyawan dalam upaya untuk memajukan RSUD Kelet. Selain itu agar melakukan sosialisasi kebijakan baru dan menyediakan sarana untuk komunikasi internal, misalnya milis group, tabloid dan radio internal. Kata Kunci : Pemasaran Internal, Motivasi Kerja Karyawan, Rumah Sakit Pustaka : 56 (1980-2013) Diponegoro University Faculty of Public Health Master’s Program in Public Health Majoring in Hospital Administration 2014 ABSTRACT Sumarlin The influence of Internal Marketing to Work Motivation of Employees at Kelet Public Hospital in Province of Central Java xvi + 139 pages + 29 tables + 9 figures + 7 enclosures The decrease of general service quality at Kelet Public Hospital accounted for the increase of customers’ complaints followed by the decrease of patient visit during the past four years (2009-2012). The service quality was influenced by internal marketing. This research aimed to analyze the influence of the internal marketing to work motivation of employees at the Hospital. This was observational-analytic research using cross-sectional approach. Data were collected by interview using a structured questionnaire. Number of subjects was 122 persons selected purposively among employees worked at frontline of general service department at the Hospital. Work motivation of employees was as a dependent variable. Meanwhile, factors of education and training, empowerment of employees, internal communication, and reward were as independent variables. Furthermore, data were analyzed using analyses of bivariate (Spearman’s Rank correlation and Simple Logistic Regression tests) and multivariate (Multiple Logistic Regression test). The results of this research showed that mostly respondents graduated from Diploma III (73.8%), worked as a nurse (54.1%), had income upper than Regional Minimum Salary in Jepara District (84.4%), worked as honorary employees (52.5%), had average of work period equal to 6 years, and had average age equal to 31 years old. In addition, most of them had good work motivation (62.3%), good education and training (65.6%), good empowerment of employees (63.9%), good internal communication (62.3%), and good reward (50.8%). Variables of education and training (r=0.718; p=0.0001), empowerment of employees (r=0.895; p=0.0001), internal communication (r=0.337; p=0.0001) significantly related to work motivation of employees. In contrast, variable of reward was not significant (r=0.080; p=0.379). Furthermore, variables of education and training (Exp (B)=42), empowerment of employees (Exp (B)=388.5), and internal communication (Exp (B)=4.3) jointly influenced work motivation of employees. The variables of empowerment of employees, internal communication, and education and training had a probability to jointly influence work motivation of employees equal to 87.4%. The hospital manager needs to improve work motivation of employees by sustainably providing training for them and involve them in developing the hospital. In addition, the manager also needs to socialize new policies and provide media to make internal communication, e.g. a group email list, tabloid, and internal radio. Key Words : Internal Marketing, Work Motivation of Employees, Hospital Bibliography : 56 (1980-2013)