Pengaruh Promotional Mix terhadap Loyalitas Pasien Poliklinik Obstetri dan Ginekologi RSIA Annisa

Margareta Pratiwi

Abstract


Abstract: Analysis Of Promotional Mix Effect On Patient Loyalty In Obstetrics And Gynaecology Outpatient Unit In RSIA Annisa. The decrease in the number of patient visits reinforces the indication of patient loyalty in Obstetric and Gynecology Polyclinics at RSIA Annisa Jambi decreased. This study aims to determine the value of promotional mix (marketing communication) associated with patient loyalty. This type of observational research with a cross sectional approach. The variables studied include personal communication, advertising, publicity and public relations, learning materials, corporate design and patient satisfaction. The data were analyzed quantitatively with univariate, bivariate and multivariate methods with logistic regression analysis test with qualitative analysis (content analysis). The result of the research shows that less perception at personal communication 62%, less perception at advertising 55%, less perception at publicity and public relation equal to 63%, less perception at learning material equal to 54%, less perception at corporate design 53% and less perception on patient satisfaction of 72%. The results of the analysis show that personal communication, advertising, publicity and public relations, learning materials, corporate design and patient satisfaction affect patient loyalty. Personal communication has the strongest influence while publicity and public relations have the weakest effect on patient loyalty. Suggested management RSIA Annisa Jambi to improve personal communication of midwife and sms gateway.

Abstrak: Pengaruh Promotional Mix Terhadap Loyalitas Pasien Poliklinik Obstetri Dan Ginekologi RSIA Annisa. Penurunan jumlah kunjungan pasien memperkuat indikasi loyalitas pasien di Poliklinik Obstetri dan Ginekologi di RSIA Annisa Jambi menurun. Penelitian ini bertujuan untuk mengetahui nilai promotional mix (bauran komunikasi pemasaran) dikaitkan dengan loyalitas pasien. Jenis penelitian observasional dengan pendekatan Cross-sectional. Variabel yang diteliti meliputi komunikasi personal, periklanan, publisitas dan hubungan masyarakat, materi pembelajaran, rancangan korporat dan kepuasan pasien. Data dianalisis secara kuantitatif dengan metode univariat, bivariat dan multivariate dengan uji analisis regresi logistik dilengkapi dengan analisis secara kualitatif (content analysis). Hasil penelitian didapat persepsi kurang baik pada komunikasi personal sebesar 62%, persepsi kurang baik pada periklanan sebesar 55%, persepsi kurang baik pada publisitas dan hubungan masyarakat sebesar 63%, persepsi kurang baik pada materi pembelajaran sebesar 54%, persepsi kurang baik pada rancangan korporat sebesar 53% dan persepsi kurang baik pada kepuasan pasien sebesar 72%. Hasil analisis menunjukkan bahwa komunikasi personal, periklanan, publisitas dan hubungan masyarakat, materi pembelajaran, rancangan korporat dan kepuasan pasien berpengaruh terhadap loyalitas pasien. Komunikasi personal memiliki pengaruh yang paling kuat sedangkan publisitas dan hubungan masyarakat memiliki pengaruh yang paling lemah terhadap loyalitas pasien. Disarankan manajemen RSIA Annisa Jambi untuk meningkatkan komunikasi personal bidan dan sms gateway.


Keywords


Promotional Mix; Loyalitas Pasien; Perilaku

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DOI: https://doi.org/10.30602/jvk.v3i1.76

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