Pengaruh Bauran Komunikasi Pemasaran terhadap Keputusan Pemilihan Pelayanan Rawat Jalan Pasien BPJS Kesehatan di RS Hermina Tangkubanprahu.

Lestari, Wenny Retno Sarie (2019) Pengaruh Bauran Komunikasi Pemasaran terhadap Keputusan Pemilihan Pelayanan Rawat Jalan Pasien BPJS Kesehatan di RS Hermina Tangkubanprahu. Magister thesis, Universitas Brawijaya.

Abstract

Bauran komunikasi pemasaran merupakan salah satu alat komunikasi promosi dalam sebuah perusahaan. Universal Health Coverage di Indonesia akan berlangsung di tahun 2019, yang akan menjadikan BPJS Kesehatan sebagai pembayar terbesar dari pelayaan kesehatan di Indonesia. Pelayanan rawat jalan merupakan pelayanan dengan pangsa pasar yang besar. RS Hermina Tangkubanprahu (RSHTKP) sebagai rumah sakit swasta yang telah bekerjasama dengan BPJS Kesehatan harus menjadi pilihan utama dari pelanggan, terutama pelayanan rawat jalan. Tujuan dilakukan studi ini untuk mengetahui pengaruh dari bauran komunikasi pemasaran terhadap keputusan pemilihan pelayanan rawat jalan pasien BPJS Kesehatan di RSHTKP secara simultan dan parsial. Penelitian ini menggunakan desain penelitian kuantitatif eksplanatori dengan pendekatan cross sectional. Instrumen penelitian dengan kuisioner yang telah diuji validitas dan reliabilitas. Pengambilan sample dengan non probability sampling dengan teknik purposive sampling sebesar 96 responden. Metode analisis data menggunakan analisis regresi linier berganda. Hasil penelitian menunjukkan bahwa bauran komunikasi pemasaran berpengaruh secara simultan terhadap keputusan pemilihan pelayanan rawat jalan pasien BPJS Kesehatan di RSHTKP. Kontribusi bauran komunikasi pemasaran sebesar 53,4%. Pengaruh parsial positif dan signifikan adalah pada variabel online and social media marketing, mobile marketing, dan personal selling. Variabel personal selling adalah pengaruh paling dominan terhadap keputusan pemilihan pelayanan rawat jalan pasien BPJS Kesehatan di RSHTKP.

English Abstract

Integrated Marketing Communications Mix is one of marketing tools used by the companies. Universal Health Coverage program will be applied in 2019 in Indonesia, which will position BPJS Health Care as the largest payer of health services in Indonesia. Outpatient service is one of the hospital services which covers a considerably large market share. Hermina Tangkubanprahu Hospital as one of the private hospital partners of BPJS Health Care shall be the ultimate selection of the patients, especially for the outpatient services. The purpose of this study is to observe the influence of the integrated communications mix towards BPJS Health Care patients’ choosing decision of Outpatient Services in Hermina Tangkubanprahu Hospital both simultaneously and partially. This study used an explanatory quantitative design with a cross sectional study. The research instruments in the form of questionnaires have passed the validity and reliability test. A non-probability sampling with the purposive sampling technique was used to collect data from 96 respondents. The multiple regression analysis is applied for data analysis. This study shows a result where there is a positive influence of integrated communications mix on the choosing decision of BPJS Health Care Patients in regards of the Outpatient Services in Hermina Tangkubanprahu Hospital simultaneously. The contribution of the integrated communications mix in the decision reached as high as 53.4%. There is also a partial and significant positive influence on various variables which include online and social media marketing, mobile marketing and personal selling. The variable personal selling variable has the most dominant influence towards BPJS Health Care Patients’ choosing decision of the Outpatient Services provided in Hermina Tangkubanprahu Hospital.

Other obstract

-

Item Type:	Thesis (Magister)
Identification Number:	TES/658.802/LES/p/2019/041811093
Uncontrolled Keywords:	bauran komunikasi pemasaran, keputusan pemilihan, penjualan personal.
Subjects:	600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.802 General topics of marketing management
Divisions:	S2/S3 > Magister Manajemen Rumah Sakit, Fakultas Kedokteran
Depositing User:	Endang Susworini
Date Deposited:	10 Aug 2022 08:12
Last Modified:	10 Aug 2022 08:12
URI:	http://repository.ub.ac.id/id/eprint/193115

Text Wenny Retno Sarie Lestari.pdf Download (1MB)

Actions (login required)

View Item