Mas`idha, Aini (2012) Pengaruh Bauran Pemasaran terhadap Keputusan Bidan Merujuk Pasien Persalinan ke RSIA Fatimah Lamongan. Magister thesis, Universitas Brawijaya.
Abstract
Pelayanan persalinan di rumah sakit sebagaian besar merupakan rujukan bidan sehingga penting bagi rumah sakit untuk melihat faktor yang dipertimbangkan bidan dalam merujuk. Penelitian dilakukan dengan pendekatan cross sectional pada 57 bidan praktek swasta di 5 kecamatan Kabupaten Lamongan. Variabel bebas adalah 7 unsur bauran pemasaran dan variabel tergantung adalah keputusan bidan merujuk persalinan, diukur dengan kuisioner yang dikembangkan dari hasil Foccus Group Discussion . Uji validitas menggunakan korelasi product moment dan uji reliabilitas menggunakan metode Alpha Cronbach . Data diolah menggunakan uji regresi linier berganda. Hasil penelitian menunjukkan bauran pemasaran berpengaruh signifikan terhadap keputusan bidan merujuk persalinan. Variabel produk, harga, tempat, promosi, orang, proses dan bukti fisik bersama-sama mempengaruhi keputusan bidan merujuk persalinan ke RSIA Fatimah Lamongan (R Square = 0,261, Adjusted R Square = 0,155, F = 2,472, p = 0,03). Secara parsial produk dan promosi bauran pemasaran berpengaruh signifikan terhadap keputusan bidan merujuk persalinan sedangkan variabel lain tidak berpengaruh signifikan. Produk dan promosi merupakan faktor bauran pemasaran yang berpengaruh signifikan, faktor produk berpengaruh dominan.
English Abstract
maternity service in most hospital is from midwife reference. So that it is important for hospital to see consideration factor of midwife to refer. Research was done by cross sectional approach to 57 private midwife in 5 districts in Regency of Lamongan. Independent variables are 7 type of marketing mix and dependent variable is midwife`s decision referring to maternity, measured from questionarre develop by Foccus Group Discussion. Validity test uses Alpha Cronbach method. Data was processed by using double regression linier. Research result indicates that marketing mix influence significantly toward midwife`s decision referring maternity. Product, price, place, promotion, people, process dan physical evidence toge r influence midwife`s decision referring maternity to RSIA Fatimah Lamongan (R Square = 0,261, Adjusted R Square = 0,155, F = 2,472, p = 0,03). Partially product and promotion of marketing mix influence significantly toward midwife`s decision referring maternity while o r variables don`t influence significantly. Product and promotion are influentially significant marketing mix, product factor influence dominantly.
| Item Type: | Thesis (Magister) |
|---|---|
| Identification Number: | TES/658.8/MAS/p/041204297 |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing |
| Divisions: | S2/S3 > Magister Manajemen Rumah Sakit, Fakultas Kedokteran |
| Depositing User: | Endro Setyobudi |
| Date Deposited: | 07 Feb 2013 12:09 |
| Last Modified: | 07 Feb 2013 12:09 |
| URI: | http://repository.ub.ac.id/id/eprint/159834 |
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