Loyalitas pasien rawat inap terhadap Rumah Sakit Ibu dan Anak 'Aisyiyah" Samarinda

SUPRAYITNO, Dr.dr. H. Boy S. Sabarguna, MARS

2004 | Tesis | S2 Ilmu Kesehatan Masyarakat

Pendahuluan: Telah terjadi penurunan kinerja Rumahsakit Ibu dan Anak ‘Aisyiyah Samarinda pada tahun 1999-2001. Adapun sebab-sebab terjadinya penurunan belum dapat diketahui, selama ini belum pernah diadakan studi atau riset-riset mengenai masalah kehilanggan pelanggan sebagaimana yang dialami oleh rumahsakit Ibu dan Anak ‘Aisyiyah Samarinda. Penelitian ini dilakukan untuk mempelajari dan mengetahui brand loyalty pasien rawat inap terhadap Rumah Sakit Ibu Dan Anak ‘Aisyiyah Samarinda, melalui trust in a brand yang didasari oleh brand predictability, brand liking, brand competence, brand reputation dan trust in the company. Metode: Penelitian ini adalah penelitian korelasional. Alat ukur menggunakan kuesioner terstruktur dengan pertanyaan tertutup dengan skala likert. Besar sampel 214 orang pasien yang pernah menjalani rawat inap di Rumah Sakit Ibu Dan Anak ‘Aisyiyah Samarinda. Hasil: Diperoleh hubungan secara positip antara brand reputation, brand predictability, barnd competance, trust in the company dan brand liking dengan trust in a brand. Loyalitas pasien rawat inap terhadap RSIAA Samarinda, brand loyalty yang dipengaruhi oleh trust in a brand dengan kategori cukup loyal.

Background: There has been a decreasing on work performance of ‘Aisyiyah maternal perinatal hospital Samarinda in the year of 1999 – 2001. Reasons of the decreasing still unknown, and there was no study or researches about problem of losing customer being implemented as it has experienced by Aisyiyah maternal perinatal hospital. This research was aimed to learn and find out the brand loyalty of in patients toward ‘Aisyiyah maternal perinatal hospital, through brand trust that based on brand predictability, brand liking, brand competence, brand reputation and trust in the company. Method: This was corelational research. Instrument being used was structured questioner with closed questioner that used likert scale. The sample was 214 patients who experienced in patient treatment in ‘Aisyiyah maternal perinatal hospital Samarinda. Result: There was a positive relationship between brand reputation, brand predictability, brand competence, trust in the company and brand liking with trust in a brand. There was a brand loyalty experienced by patient of ‘Aisyiyah maternal perinatal hospital Samarinda. Brand loyalty that influenced by trust in a brand with category enough loyal.

Kata Kunci : Manajemen Rumah Sakit,Loyalitas Pasien,Rawat Inap, Brand loyalty, brand trust.