ANALISIS IMPLEMENTASI STRATEGI PEMASARAN PADA RUMAH SAKIT MEURAXA BANDA ACEH

Penulis

  • Dina Alda Rizma
  • Iwan Budhiarta Universitas Ubudiyah Indonesia

DOI:

https://doi.org/10.33143/jecs.v5i2.471

Abstrak

ABSTRAK

 

Pemasaran proses penyusunan komunikasi terpadu yang bertujuan untuk memberikan informasi mengenai barang atau jasa dalam kaitannya dengan memuaskan kebutuhan dan keinginan manusia. Pada masa ini banyak perusahaan jasa yang sedang berkembang, salah satunya adalah rumah sakit yang juga menggunakan strategi pemasaran untuk memasarkan jasa  kesehatan  yang  mereka  tawarkan  kepada  konsumen.Untuk  mengetahui  kepuasan terhadap pasien pada rumah sakit Meuraxa Banda Aceh.Penelitian bersifat deskriptif kuantitatif, dilakukan di rumah sakit Meuraxa Banda Aceh. Pada bulan Mei-Juli 2018. Populasi dalam penelitian  ini adalah pasien rawat inap pada RSUD Meuraxa Banda Aceh pengambilan sampel menggunakan startified random sampling terdapat 123 orang, Pengumpulan data dilakukan dengan cara membagikan kuesioner.Selanjutnya dilakukan dengan uji teknik analisis regresi linear sederhana, koefesien determinasi dan uji hipotesis (uji t ).Dari hasil penelitian terdapat  pengaruh  kualitas pelayanan terhadap kepuasaan pasien dengan nilai sebesar 0.003, dengan Nilai t hitung > t tabel = 3.067 > 1.980,  pengaruh   harga terhadap kepuasaan pasien dengan nilai sebesar 0.006, dengan Nilai t hitung > t tabel = 2.799

> 1.98, pengaruh produk    terhadap kepuasaan pasien dengan sebesar 0.003, dengan Nilai t hitung > t tabel = 3.295 > 1.980. Ada pengaruh kulitas pelayanan, harga, produk terhadap kepuasan pasien pada rumah sakit Meuraxa Banda Aceh.

 

Kata Kunci     : Kualitas Pelayanan, Produk, Harga, Kepuasan.

Referensi

Aditama, T. Y. 2007. Manajemen Administrasi Rumah Sakit Edisi II. Jakarta: Universitas Indonesia Press.

Amstrong. dan Kotler,P. 2003. Manajemen Pemasaran Edisi Kesembilan. Jakarta:PT.Indeks Gramedia.

Amstrong, G. & Kotler, P. 1997. Prinsip- Prinsip Pemasaran. Cetakan Pertama. Jakarta: Erlangga

Kotler, P. 2011. Manajemen Pemasaran di Indonesia Analisis Perencanaan, Implementasi dan Pengendalian. Jakarta : Penerbit Salemba Empat .

Kotler, P. & Amstrong, G. Prinsip-Prinsip Pemasaran Jilid 1 edisi 8. Jakarta : Erlangga, 2011.

Kotler, P. dan Amstrong, G. 1998. Dasar- Dasar Pemasaran Jakarta. : PT. Perlindo.

Teddlie, C, Yu Fen. 2007. Mixed Methods Sampling: A Typology With Examples. Journal of Mixed Methods Research

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Unduhan

Terbitan

Vol 5 No 2 (2019): Oktober 2019

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Articles

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