ABSTRAK
Penelitian yang dilakukan di poliklinik RS Kartika Husada Setu ini membahas hubunganpersepsi tentang bauran pemasaran dengan kepuasan dan word of mouth pada pasien umum ,yang dinilai penulis penting dilakukan untuk acuan rumah sakit dalam menetapkan strategipemasaran. Penelitian dilakukan dengan disain kuantitatif, metode survei dan pendekatancrossectional. Berdasarkan hasil penelitian diketahui mayoritas persepsi pasien tentangproduct baik sebesar (64,2%) ,persepsi pasien tentang price kurang baik sebesar (58,8%) ,persepsi pasien tentang place baik sebesar (60,1%), persepsi pasien tentang promotion baiksebesar (54,7%), persepsi pasien tentang people baik sebesar (56,8%), persepsi pasien tentangphysical evidence baik sebesar (62,2%), persepsi pasien tentang process baik sebesar(55,4%), pasien yang puas sebesar (58,8%) dan pasien melakukan word of mouth sebesar(56,1%). Hasil penelitian menunjukkan ada hubungan antara persepsi pasien tentang product(p=0,604), place (p=0,016), people (p=0,019), physical evidence (p=0,042) dengan kepuasanpasien dan tidak ada hubungan antara price (p=0,528), promotion (p=0,225), dan process(p=0,202) dengan kepuasan pasien. Hasil penelitian juga menunjukkan ada hubungan antarakepuasan pasien dan word of mouth (p=0,044). Hasil penelitan menunjukkan physicalevidence memiliki hubungan paling kuat dengan kepuasan pasien (p=0,048). RS KartikaHusada Setu perlu memperhatikan aspek bauran pemasaran product, place, people, danterutama physical evidence.
ABSTRACT
Research conducted in polyclinic RS Kartika Husada Setu discusses the relationship ofperception about the marketing mix with satisfaction and word of mouth in general patients,which assessed the author is important for hospital reference in setting marketing strategy.The research was conducted by quantitative design, survey method and cross-sectionalapproach. Based on the result of the research, it is known that the majority of patientperception about good product is (64,2%), patient perception about price less good (58,8%),patient perception about good place (60,1%), patient perception about promotion good(54,7%), patient perception about good people (56,8%), patient perception about physicalevidence either (62,2%), patient perception about good process (55,4%), patient Satisfied(58,8%) and patient do word of mouth (56,1%). The result showed that there was correlationbetween patient perception about product (p = 0,604), place (p = 0,016), people (p = 0,019),physical evidence (p = 0,042) with patient satisfaction and no relation between price (p =0,528 ), Promotion (p = 0,225), and process (p = 0,202) with patient satisfaction. The resultsalso showed there was a relationship between patient satisfaction and word of mouth (p =0.044). The results showed physical evidence had the strongest relationship with patientsatisfaction (p = 0.048). RS Kartika Husada Setu needs to pay attention to the marketing mixof product, place, people, and especially physical evidence |
T47753-Juharma Zanira.pdf :: Unduh