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Hubungan Strategi Pemasaran Dengan Preferensi Pasien Poliklinik Anak di Rumah Sakit X Medan

DOI:

https://doi.org/10.22437/jkmj.v4i1.8938

Abstract

Pelayanan yang ditawarkan di rumah sakit merupakan salah satu faktor yang mempengaruhi pilihan pasien. Pelayanan poliklinik anak dengan dokter spesialis anak yang terpercaya merupakan daya tarik rumah sakit bagi pasien. Selain itu, pada survey didapati bahwa pasien cenderung memilih rumah sakit karena saran keluarga, kebiasaan di lingkungannya serta kualitas pelayanan kesehatan Penelitian ini bertujuan untuk menganalisis hubungan strategi pemasaran dengan preferensi pasien Poliklinik Anak di Rumah Sakit X Medan. Jenis penelitian ini adalah penelitian kuantitatif, dengan melakukan survey analitik (explanatory study) menggunakan pendekatan potong lintang (cross sectional). Penelitian dilakukan di Poliklinik Anak Rumah Sakit X dari bulan Maret 2019 sampai dengan bulan Mei 2019 dengan sampel sebesar 65 orang. Metode analisis data dalam penelitian ini adalah dengan menggunakan analisis Chi Square. Hasil analisis menunjukkan bahwa variabel produk (p value=0,001), dan promosi (p value=0,001) memiliki hubungan yang signifikan dengan variabel preferensi pasien di Poliklinik Anak Rumah Sakit X, Pihak rumah sakit disarankan untuk memberikan perhatian pada beberapa unsur kualitas produk pelayanan dan memaksimalkan promosi untuk memperkenalkan layanan kesehatan poliklinik anak.
Kata kunci: Preferensi pasien, Strategi pemasaran, Poliklinik anak

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Published

2020-03-27

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Issue

Vol. 4 No. 1 (2020): Vol. 4 - No. 1 - Maret 2020

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Articles

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