Analisis minat pelanggan terhadap produk dan jasa pelayanan rehabilitasi medik Rumah Sakit Kusta Regional Makasar

AGUSSALIM, dr. Sugianto A, SpS., M.Kes., Ph.D

2009 | Tesis | S2 Magister Manajemen Rumah Sakit

Latar Belakang : Rehabilitasi medis merupakan pelayanan unggulan di Rumah Sakit Kusta Regional Makassar. Pemanfaatan produk dan jasa pelayanan tersebut dipengaruhi oleh banyak faktor sehingga minat pelanggan belum tentu dapat terwujud dalam bentuk perilaku. Perilaku pelanggan dapat diprediksi dari minat untuk berperilaku. Theory of planned behavior dari Ajzen manyatakan bahwa minat berperilaku ditentukan oleh sikap, norma subyektif dan kontrol perilaku. Tujuan : Menganalisis hubungan sikap, norma subyektif dan kontrol perilaku terhadap minat memanfaatkan produk dan jasa pelayanan rehabilitasi medik RS Kusta Regional Makassar. Metode : Penelitian kuantitatif dengan rancangan Cross-Sectiona survei. Sampel diambil dari pengunjung rawat jalan dan rawat inap Rumah Sakit Kusta Regional Makassar. Data primer yang diperoleh dikelompokkan menjadi pelanggan lama (100 responden) dan pelanggan potensial (90 responden). Data dianalisis secara kuantitatif sesuai model Ajzen yang selanjutnya dilakukan analisis jalur. Hasil : Uji analisis jalur menunjukkan bahwa variabel sikap, norma subyektif dan kontrol perilaku mempunyai pengaruh positif dan signifikan terhadap minat. Variabel yang berpengaruh paling dominan adalah kontrol perilaku (pelanggan lama =0,36 dan pelanggan potensial =0,41). Sikap pada pelanggan lama dan pelanggan potensial memiliki nilai koefisien yang sama yaitu 0,31, sedangkan norma subyektif pada pelanggan lama lebih tinggi (0,27) daripada pelanggan baru 0,18. Pada pasien lama didapatkan nilai R² = 0,57 dan ε = 0,43 sedangkan pada pasien potensial R² = 0,48 dan ε = 0,52. Uji independen t test menunjukkan perbedaan sikap yang signifikan antara pelanggan lama dan pelanggan baru (p<0,05) sedangkan norma subyektif dan kontrol perilaku tidak menunjukkan perbedaan (p>p,05). Kesimpulan : Sikap, norma subyektif dan kontrol mempunyai pengaruh positif dan signifikan baik secara sendiri-sendiri maupun bersama-sama terhadap minat pemanfaatan produk dan jasa pelayanan rehabilitasi medik Rumah Sakit Kusta Regional Makassar. Kontrol perilaku mempunyai pengaruh paling kuat terhadap minat. Terdapat perbedaan sikap pelanggan lama dan pelanggan potensial sedangkan norma subyektif dan kontrol perilaku tidak menunjukkan perbedaan yang signifikan.

Background: Medical rehabilitation is a superior service at Makassar Regional Leprosy Hospital. The utilization of product and service of medical rehabilitation is affected by numerous factors so that interest of customers is not always actualized through behavior. Customer behavior can be predicted from interest to behave. The theory of planned behavior developed by Ajzen states that interest to behave is determined by attitude, subjective norm and behavioral control. Objective: To analyze the relationship between attitude, subjective norm and behavioral control and interest in the utilization of products and services of medical rehabilitation of Makassar Regional Leprosy Hospital. Method: This was a quantitative study with cross sectional survey design. Samples were visitors of inpatient and outpatient service of Makassar Regional Leprosy Hospital. The primary data obtained were divided into 2 groups former customers (100 respondents) and potential customers (90 respondents). Data were analyzed quantitatively according to Ajzen model and then processed using line analysis. Result: The result of line analysis showed that variables of attitude, subjective norm and behavioral control had positive and significant effect to interest. The variable affecting most dominantly was behavioral control (former customers= 0.36 and potential customers=0.41). Attitude in both former and potential customers had equal coefficient, i.e. 0.31, whereas subjective norm in former customers was higher (0.27) than in potential customers (0.18). In the former customers R2=0.57 and ε=0.43 whereas in potential customers R=0.48 and ε=0.52. The result of independent t-test showed there was significant difference in attitude between former customers and potential customers (p<0.05), there was no difference between subjective norm and behavioral control (p<0.05). Conclusion: Attitude, subjective norm and control had positive and significant relationship both independently and simultaneously with interest in the utilization of product and service of medical rehabilitation of Makassar Regional Leprosy Hospital. Behavioral control affected interest most dominantly. There was difference in attitude between former customers and potential customers. There was no significant difference in subjective norm and behavioral control.

Kata Kunci : Perilaku konsumen,Minat,Theory of planned behavior,Analisis jalur, consumer behavior, interest, theory of planned behavior, line analysis