PENGARUH KUALITAS PELAYAINAN TERHADAP KEPUASAN DAN NINAT BELI ULANG (Studi Pelayman Ra.wat Imp di RSUD Ungar

Abstract

Ungaran General Hospital is a Semarang Regency's general hospital whose aims are to keep and to raise health service to all society perfectly, professionally, and that has good quality moreover the price of Ungaran hospital can be reached by most people so that can make the customers satisfied. The most important thing in giving service of treatment at general hospital is services in good quality. A good quality of services can make the patients satisfied so that they will recommend the hospital to other people including to their family and themselves. The observation of this study takes place at RSUD Ungaran that its BOR and its ALOS has not reached the aims of efficiency and effectiveness. This study is focused on quality of services that has been accreditation by Departement of Health, those are the service of nursing, the service of adninistration and management and medical service. The aim of this study are to analyse the relationship of causes of the quality service, satisfaction, loyality that have something to do with customers repurchasing. This study uses 119 respondents ang held on March, 2001 and has been done for one month. To examine the hypothesis of this study, the writer uses Structural Equation Modeling (SEM) that is used AMOS programme. The result of this study descriptively shows that there are many patients who are not satisfied with the services of the hospital. More over, there are many patients who go home forcely. The result of the observation which uses SEM shows that the models that are offered has been fulfilled the requirements. The regression weight also shows that the hypothesis that are offered can agreed, those are (1) The quality of service gives a good feedback to satisfaction (2) Satisfaction gives a positive feedback to loyality (3) Satisfaction gives a positive feedback to repurchasing of customers (4) Loyality gives a positive feedback to repurchasing. The managerial implications for the future are to raise the quality of services of other supporting media that are out of the acreditation, to raise the skills of human resources to take action against people who make the patients going home forcecly. Rumah Sakit Umum Ungaran adalah rumah sakit umum daerah Kabupaten Semarang yang dalam visinya mewujudkan kemampuan memelihara dan meningkatkan pelayanan kesehatan pada semua lapisan masyrakat secara paripuma, berkualitas dan profesional serta dRpat terjangkau sehingga mememuaskan pelanggan. Unsur penting dalam pelayanan jasa rawat inap sebuah rumah sakit adalah kualitas pelayanan. Kualitas pelayanan yang balk than berakibat pasien puas, yang berakibat pula mint beli ulang atas jasa tersebut meningkat, Tempat penelitian dilakukan di RSUD Ungaran yang mempunyai tingkat BOR dan ALOS masih belum memenuhi target efisiensi dan efektivitas sebuah rumah sakit. Penelitian ini hanya difokuskan pada kualitas pelayanan yang telah diakreditasi oleh Departemen Kesehatan yaitu bidang pelayanan asuhan keperawatan, pelayanan administrasi dan manajemen serta pelayanan medis. Penelitian yang bertujuan untuk menganalisis hubungan kausalitas kualitas pelayanan, kepuasan, loyalitas sehingga berakhir pada minat beli ulang, menggunakan 119 responden. Penelitian dilakukan pada bulan Maret 2001 selama 1 bulan. Untuk menguji hipotesis dipakai alat analisis Structural Equation Modeling (SEM) yang dijalankan dengan progamAlvIOS. Hash penelitian secara deslaiptif menunjukkan masih adanya pasien yang tidak puas serta masih banyaknya pasien pulang paksa_ Hasil uji dengan alat analisis SEM tnenunjukkan bahwa model yang diajukan sudah sesuai karena syarat-syarat terpenuhi. Demikian pula hasil regression weight menunjukkan bahwa hipotesis yang diajukan, diterima yaitu (1) Kualitas jasa memberi dampak positif terhadap kepuasan (2) Kepuasan memberi dampak positif terhadap loyalitas (3) Kepuasan memberi dampak positif terhadap minat beli ulang (4) Loyalitas memberi dampak positif terhadap minat beli ulang. Implikasi manajerial untuk masa yang akan datang adalah meningkatkan kualitas pelayanan sarana penunjang lain diluar yang telah diakreditasi, meningkatkan ketrampilan SDM dan nenindak lanjuti pasien yang pulang palcsa.