Manajemen apotek-apotek swasta berorientasi pelanggan di Kabupaten Bantul

ISTITARINI, Ninik, dr. Mubasysyir Hasanbasri, MA

2009 | Tesis | S2 Magister Kebijakan dan Manajemen Pelayanan Kese

Latar Belakang: Apotek adalah suatu tempat tertentu, tempat dilakukan pekerjaan kefarmasian dan penyaluran sediaan farmasi, perbekalan kesehatan lainnya kepada masyarakat, dalam rangka penyelenggaraan upaya kesehatan, sehingga apotek merupakan salah satu sarana pelayanan kesehatan kepada masyarakat yang keberadaanya mudah diakses oleh masyarakat. Dalam lima tahun terakhir ini, perkembangan jumlah apotek di Kabupaten Bantul mengalami penambahan yang cukup pesat, saat ini ada 75 apotek yang telah berijin. Hal ini menjadi tantangan bagi apotek-apotek untuk dapat berkembang dan berkompetisi secara sehat, diantaranya adalah proses pelayanan kepada pelanggan. Oleh karena itu apotek perlu menerapkan manajemen yang baik dalam perencanaan, pengorganisasian, pemberian pelayanan di apotek yang berorientasi kepada pelanggan. Tujuan: tujuan penelitian ini untuk mengetahui kepuasan pelanggan apotek terhadap manajemen apotek, di apotek yang telah diuji coba penerapan standar pelayanan kefarmasian di apotek dan yang belum diuji coba penerapan standar pelayanan kefarmasian di apotek di Kabupaten Bantul. Metode penelitian: metode yang digunakan adalah kuantitatif untuk mengukur kepuasan pelanggan dengan cara memberikan kuesioner harapan dan persepsi pelanggan. Kualitatif dengan rancangan studi kasus dan bersifat deskriptif dan menjelaskan hasil wawancara mendalam. Unit analisis adalah apotek wonokromo merupakan apotek yang telah diuji coba penerapan standar pelayanan kefarmasian di apotek, dan apotek segar merupakan apotek yang belum diuji coba penerapan standar pelayanan kefarmasian di apotek. Pengelolaan data, dengan dibuat pengkodean untuk dibuat tabulasi dan tabel serta diberi penjelasan. Pengumpulan data dilakukan dengan wawancara mendalam, observasi dan analisis dokumen. Hasil penelitian: dari hasil perhitungan selisih antara nilai bobot persepsi dan harapan yang paling tinggi memperlihatkan bahwa ada kesenjangan antara persepsi dan harapan di apotek wonokromo dan apotek segar. Skor gap paling tinggi pada tiap-tiap indikator pelayanan dimensi menjadi prioritas untuk diperbaiki sehingga akan meningkatkan kepuasan pelanggan. kepuasan pelanggan di apotek wonokromo lebih baik dari apotek segar terbukti skor gap ratarata di apotek wonokromo 3,58 lebih rendah dibandingkan apotek segar 14,77. Di apotek wonokromo ada 4 item dan di apotek segar ada 6 item indikator pelayanan yang menjadi prioritas untuk diperbaiki. Manajemen apotek wonokromo lebih baik dibandingkan apotek segar terbukti di apotek wonokromo dalam penyediaan obat lebih terencana, pembagian tugas tenaga lebih jelas, jam buka apotek lebih banyak, ada layanan tambahan yaitu konseling dan pemantauan penggunaan obat kepada pelanggan melalui telephon.

Background: Pharmacy is a place to conduct pharmaceutical activities and to distribute pharmaceutical products and other provisions of health to society in order to carry out health efforts. This means that pharmacy is one of the means of public health service which is accessible to a wider public. In the last five years, there has been the rapid expansion of pharmacies in the District of Bantul and there are approximately 75 legal pharmacies right now. This expansion challenges the pharmacies to be able to develop well and to compete fairly, one of which is by having a very good process in serving the consumers. Thus, a pharmacy needs to apply a good management in planning to prepare and sell medicines, to maintain its organization, and to give a good public service which orientates itself more toward the consumer. Aims: This research aims at finding out the satisfaction of the consumers of a pharmacy toward the pharmacy management applied in the pharmacies, which uses the standards of pharmaceutical services in the District of Bantul. Research Method: The method used in this research is Quantitative-Qualitative Method. Quantitative Method is used to measure the consumers’ satisfaction by giving questioners about their expectations and perceptions. Qualitative Method is used by using the design of case study. This method is a descriptive one, the purpose of which is to describe the results of the deep interviews. The analysis unit used in this research is Wonokromo Pharmacy, one of the private pharmacies in the District of Bantul, which has been asked to apply the standards of pharmaceutical services. The data implementation was conducted by coding in order to make tabulations and tables, which were then given some necessary description. The data collection was conducted by giving thorough interviews, observing, and analyzing the documents. The results of the research: From the calculation done, the highest difference between the quality of value of the consumers’ expectation and of the consumers’ perception shows that there is a gap between the consumers’ expectation and the consumers’ perception in Wonokromo Pharmacy and Segar Pharmacy. The highest gap of each service indicator becomes the main priority of improvement in order to be able to increase the consumers’ satisfaction grade. The consumers’ satisfaction grade in Wonokromo Pharmacy is higher than in Segar Pharmacy. This is proven by the fact showing that the average of the difference score in Wonokromo Pharmacy is 3.58 less than the 14.74 of Segar Pharmacy. In Wonokromo Pharmacy there are four items needed to be improved, while in Segar Pharmacy there are six. The management in Wonokromo Pharmacy is carried out better than in Segar Pharmacy. This is supported by the fact showing that in Wonokromo Pharmacy, the supplying for pharmaceutical products is well-planned, the job description is clearer, and the service time is more. Besides, Wonokromo Pharmacy provides counseling service and the service for monitoring by phone the consumers’ drugs usage.

Kata Kunci : Manajemen apotek,Kepuasan pelanggan, pharmacies management, consumers’ satisfaction.