Hubungan Bauran Pemasaran Dengan Loyalitas Pasien Poli Umum di RSUD Dr. Adnaan WD Payakumbuh Tahun 2015
- Penulis
- Mega Syafriyanti
- Pembimbing
- Nurdin; Cory Febrina
- Jenis repository
- Skripsi
- Tahun
- 2017
- Fakultas
- Fakultas Ilmu Kesehatan
- Program studi
- S1 Kesehatan Masyarakat
- Metode penelitian
- —
- Jenis metode
- —
- Variabel
- —
- Sumber dana
- —
- Lokasi/wilayah penelitian
- —
- Dipublikasikan
- 11 April 2017
Abstrak
RSUD Dr. Adnaan WD Payakumbuh mengalami penurunan kunjungan pasien lama di poli umum mulai tahun 2011 sampai tahun 2014. Penurunan jumlah pasien lama mengindikasikan adanya loyalitas pasien yang menurun, oleh karena itu bagian pemasaran rumah sakit perlu melihat taktik pemasaran atau bauran pemasaran. Penelitian ini bertujuan untuk melihat hubungan bauran pemasaran dengan loyalitas pasien poli umum di RSUD Dr. Adnaan WD Payakumbuh tahun 2015. Penelitian ini bersifat deskriptif analitik dengan desain cross sectional study dengan besar sampel sebanyak 102 sampel. Pengambilan sampel dilakukan dengan teknik accidental sampling. Pengumpulan data dilakukan dari bulan 27 Juli sampai 22 Agustus 2015. Data diolah dengan menggunakan program komputer yaitu analisis univariat dan bivariat dengan uji statistik chi-square. Hasil analisis univariat menunjukkan responden yang menyatakan promotion (promosi) kurang 53 (52%), people (orang) kurang baik 50 (49%), process (proses) tidak sesuai 38 (37,3%), physical evidence (bukti fisik) tidak sesuai 50 (49%) dan tidak loyal 50 (49%). Hasil analisis bivariat dengan chi square diketahui ada hubungan yang signifikan antara promotion (promosi) p value = 0,010, people (orang) p value = 0,006, process (proses) p value = 0,046, physical evidence (bukti fisik) p value = 0,018 dengan loyalitas. Berdasarkan hasil penelitian diperoleh hasil bahwa ada hubungan bauran pemasaran dengan loyalitas, maka disarankan kepada pihak RSUD Dr. Adnaan WD Payakumbuh khususnya bagian pemasaran untuk meningkatkan bauran pemasaran people (orang), promotion (promosi), physical evidence (bukti fisik), process (proses), sehingga dapat meningkatkan loyalitas pasien. Abstract (EN): RSUD Dr. Adnaan Payakumbuh had declined the number of the old patients‟ visits at Poli Umum since 2011 to 2014. It indicated the decreasing old patients‟ loyalties, therefore the hospital marketing department should consider marketing tactics or diffusion. The research aimed to see how the marketing mix and the Poli Umum old patients‟ loyalties were connected at RSUD Dr. Adnaan WD Payakumbuh in 2015. It was an analytical descriptive research using cross sectional study design with 102 samples. The samples were taken by using accidental sampling technique. The data were collected from July 27 to August 22 in 2015. They were processed by using computer program, that were analysis univariat and bivariat analysis with chi-square statistic. Univariat analysis result showed 53 respondents (52%) stated the promotion was not good enough, 50 of them (49%) stated the people were unkind, 38 of them (37%) stated the process was inappropriate, 50 of them (49%) stated physical evidence was inappropriate, and 50 of them (49%) were disloyal. Bivariat analysis with chi square showed there were significant relations between the promotion (p value = 0,010), the people (p value = 0,006), the process (p value = 0,046), the physical evidence (p value = 0,018) and the loyalty. Based on the result of the research was got that there was the correlation between the marketing mix and loyalties. Thus, it is suggested that RSUD Dr. Adnaan WD Payakumbuh, especially the marketing department should improve the marketing mix which include people, promotion, physical evidence and process, in order to increase patients „loyalties.