Studi perilaku pasar dan pesaing RS Premagama di daerah Kabupaten Gianyar

ARIMBAWA, I Wayan Gede, Drs. Teguh Budiarto, MIM

2009 | Tesis | S2 Magister Manajemen Rumah Sakit

Latar Belakang : Pesatnya perkembangan industri pelayanan kesehatan mengakibatkan makin ketatnya persaingan. Rumah Sakit Premagana adalah salah satu rumah sakit swasta yang baru berdiri namun belum memahami dengan jelas siapa konsumennya, bagaimana karakteristiknya dan bagaimana perilakunya. Disamping itu Rumah Sakit Premagana belum jelas memahami posisi rumah sakit terhadap rumah sakit yang menjadi pesaingnya. Tujuan : Mengetahui karakteristik konsumen RS Premagana dan menganalisis posisi RS Premagana dalam peta persaingan berdasarkan persepsi konsumen terhadap atribut rumah sakit. Metode : Penelitian ini merupakan penelitian deskriptif dengan rancangan penelitian cross sectional survey. Subjek penelitian adalah pasien rawat inap dan pasien rawat jalan di tiga rumah sakit swasta di Kabupaten Gianyar.Hasil penelitian di analisis secara deskritif dan peta persepsual. Penelitian ini menggunakan 2 tahap survey. Survei 1 untuk mengidentifikasi variable-variabel penentu keputusan konsumen dalam memilih rumah sakit. Survei 2 untuk melihat persepsi konsumen terhadap dimensi RS Premagana dan RS Pesaingnya. Hasil : Pada survey 1 didapatkan empat alasan terpenting dalam memilih rumah sakit. Pada survei 2 didapatkan karakteristik pasar konsumen diketiga rumah sakit adalah sama dalam hal alamat, jenis kelamin, usia, status pernikahan, pendidikan, pekerjaan dan penghasilan. Posisi RS Premagana dibandingkan RS Ganesa dan RS Ari Santi dilihat dari peta persepsual dimensi fasilitas, petugas, pelayanan dan lingkungan dinilai paling baik. Tetapi bila dilihat berdasarkan table persepsinya ada beberapa factor yang dinilai lebih jelek dari kedua rumah sakit lainnya yaitu seperti : tarif, kualitas tenaga keamanan, dan kesiapan alat. Kesimpulan : Karakteristik pasar konsumen di RS Premagana, RS Ganesa dan RS Ari Santi adalah sama, hal ini menunjukan ketiga rumah sakit ini saling bersaing merebut pasar. Posisi RS Premagana pada peta persepsual dibandingkan dengan RS Ganesa dan RS Ari Santi dinilai lebih baik

Background: Rapid development of industrial health services result in more strict competition. Premagana Hospital is one of the new hospital but do not clearly understand who the customers, how the characteristics and how the behavior. Besides, the Premagana hospital not clearly understand the position into the hospital to be competitors. Objective: To know the characteristics of consumers Premagana hospital and analyze position of Premagana hospital in the map competition on the perception of consumers about the attributes of the hospital. And then will be in use as the basis in planning marketing strategy and plan of strategy for be up the hospital competitors. Method: This was a descriptive study with cross-sectional survey design. Subject of study were in-patients and outpatient of Premagana hospital, Ganesa hospital and Ari Santi hospital. The study was carried out within 3 months, samples sizes 300 people with a quota system. Research instruments were questionnaire. Data obtained were deskritif analysis and mapped using perception map of multidimensional scaling (MDS). Result: Characteristics of consumer Premagana hospital views of most of the address comes from District of Sukawati with sex male, age 30 until 39 years, married status, high school education, employment entrepreneur / business with earnings between Rp 750.000 until Rp 1.000.000. The three of hospital have the same characteristics. Position attributes Premagana hospital, Ganesa hospital and Ari Santi hospital based on consumer perceptions are: both facilities attributes of Premagana hospital and Ganesa hospital equally in quadrant II, but if viewed from the average value of respondents' perception, facilities attributes of Premagana hospital considered better than Ganesa hospital, while facilities attributes position of Ari Santi in quadrant I. Both service attributes of Premagana hospital and Ganesa hospital are the same in quadrant I, but if viewed from the average value of respondents' perception of service attributes, Premagana hospital considered better than Ganesa hospital, while Ari Santi hospital in quadrant II. Both officials attribute of Premagana hospital and Ari Santi hospital are in quadrant I, but if viewed from the average value of respondents perception, Premagana hospital considered better than Ari Santi hospital, while Ganesa hospital in quadrant III. Both environmental attributes of Premagana hospital and Ari Santi hospital are in quadrant I, but if viewed from the average value of respondents' perception of environmental attributes, RS Premagana considered better than Ari Santi hospital, while Ganesa hospital in quadrant III. Both location attribute of Premagana hospital and Ganesa hospital are equally in quadrant II, but if viewed from the average perception of the respondents attribute the location of RS Premagana considered worse than RS Ganesa, while RS Ari Santi in quadrant I. Both tariffs attribute of Premagana hospital and Ari Santi hospital are in quadrant IV, but if viewed from the average perception of the respondents, tariff attributes of Premagana hospital considered worse than Ganesa hospital, while Ganesa hospital in quadrant III. Conclusion : Characterstics of Premagana hospital, Ganesa hospital and Ari Santi hospital is the same, this shows the all of hospital each other grab the market. The position of environmental, services and officials attributes of Premagana hospital considered better then the both of hospital competitors. However, the position of location and tariff attributes of Premagana hospital considered worse than the both of hospital competitors. Position facilities attributes of Premagana hospital votes worse then Ganesa hospital but is considered better than Ari Santi Hospital. Keywords: characteristics, perceptions, positioning

Kata Kunci : karakteristik,persepsi,positioning