Pengaruh persepsi bauran pemasaran jasa pada minat masyarakat dalam pemanfaatan pelayanan rawat inap untuk persiapan penyususnan strategi pemasaran RSUD Genteng Kabupaten Banyuwangi

WERDININGSIH, Usrek, Drs. Agastya, MBA, MPM

2009 | Tesis | S2 Magister Manajemen Rumah Sakit

Latar Belakang : Rumah sakit dihadapkan kepada masyarakat yang lebih terdidik dan lebih mampu membeli pelayanan yang dibutuhkan. Memahami bahwa konsumen merupakan dasar dari pemasaran, maka rumah sakit harus memahami bagaimana konsumen secara individual melihat, berfikir, merasa dan bertindak terhadap pelayanan. Bauran pemasaran jasa, yaitu product, price, place, promotion, people, process dan physical evidence merupakan serangkaian variable pemasaran yang dapat dikendalikan dan dipakai oleh pelaksana pemasaran rumah sakit untuk memasarkan jasa kesehatan yang dihasilkan. Studi ini mempelajari pengaruh persepsi product, price, place, promotion, people, process dan physical evidence pada minat masyarakat dalam menentukan pilihan rawat inap di RSUD Genteng Kabupaten Banyuwangi. Metode : kuantitatif deskriptif dengan metode cross sectional survey dengan melibatkan 100 responden pasien rawat inap dan kualitatif dengan menggunakan wawancara mendalam pada manajemen rumah sakit dan focus group dicussion pada keperawatan. Hasil : Product, price, place, promotion, people, process dan physical evidence secara bersama – sama mempengaruhi minat untuk rawat inap di RSUD Genteng. Sedangkan secara partial physical evidence, price dan promotion yang mempengaruhi minat untuk rawat inap di RSUD Genteng. Product, place, people dan process secara partial tidak mempengaruhi minat untuk rawat inap di RSUD Genteng Saran : Untuk dapat merebut pasar terutama segmen menengah atas, manajemen RSUD Genteng segera berorientasi pada bauran pemasaran secara keseluruhan dan variabel eksternal lain serta menyusun startegi pemasaran bersikap proaktif terhadap masyarakat potensial pengguna rumah sakit di wilayah layanannya dengan program pemasaran khusus, membuat produk unggulan dan produk inovasi serta peningkatan mutu.

Background : RSUD is challenged by more educated people that afford to buy the required service. Understanding that customers are base of marketing, the hospital should recognize how people individually see, think, feel and behave to the offered services. Marketing mix service, namely product, price, place, promotion, people, process and physical evidence are series of marketing variables that enable sales marketing of RSUD to sell the product of health services in order to survive and get its better progress. This study learns the influence of perception to the product, price, place, promotion, people, process and physical evidence on people’s interest in deciding whether to take the nursing service of RSUD Genteng Kabupaten Banyuwangi. Method : Quantitative descriptive and Qualitative Descriptive. Quantitative descriptive with the method of cross sectional survey involving 100 respondents (the patients being on the hospital cure nursing service). While Qualitative Descriptive by interviewing the hospital management and focus group discussion over the nursing centers. Result : Product, price, place, promotion, people, process and physical evidence simultaneously affect people’s interest to take the hospital cure nursing service in RSUD Genteng. Product, place, people and process partially do not affect to the interest to get nursing service at the hospital. Suggestion : To attract people’s interest especially the middle-up range ones, it is suggested that the management of RSUD Genteng thoroughly head to the mix marketing orientation and other external variables, be proactive to the potential people around that possibly take the services offered by the hospital with special marketing program, provide outstanding products and inovative products, increase the service quality.

Kata Kunci : product,price,place,promotion,people,physical evidance,minat masyarakat,Product,price,place,promotion,people,process,physical evidence,people’s interest