Analisis hubungan antara kualitas pelayanan terhadap kepuasan dan loyalitas pelanggan instalasi farmasi Rumah Sakit Umum Daerah Cilacap

AJI, Awik Abrar, Dr. Sampurno, MBA., Apt

2010 | Tesis | S2 Ilmu Farmasi

Kualitas pelayanan dalam industri jasa termasuk industri pelayanan kesehatan sangat penting. Banyak penelitian di bidang pemasaran yang menyatakan bahwa kualitas pelayanan yang baik akan mengarah pada kepuasan pelanggan. Kepuasan pelanggan akan menciptakan loyalitas terhadap perusahaan. Penelitian bertujuan mengetahui kualitas pelayanan di Instalasi Farmasi RSUD Cilacap yang ditinjau dari dimensi keandalan (reliability), daya tanggap (responsiveness), jaminan (assurance), empati (empathy) dan berwujud (tangible), mengetahui hubungan antara kualitas pelayanan dengan kepuasan dan loyalitas pelanggan Instalasi Farmasi RSUD Cilacap, serta mengetahui hubungan antara kepuasan pelanggan dengan loyalitas pelanggan Instalasi Farmasi RSUD Cilacap. Rancangan penelitian adalah deskriptif non eksperimental melalui observasi terhadap pelanggan Instalasi Farmasi RSUD Cilacap. Data dikumpulkan dengan metode purposive sampling menggunakan alat penelitian berupa kuesioner tertutup. Kuesioner diuji validitas dan reliabilitas terhadap 30 responden yang merupakan pelanggan Instalasi Farmasi RSUD Cilacap. Kuesioner diberikan kepada 150 responden, kemudian dianalisis deskriptif kualitatif untuk mengetahui karakteristik responden. Analisis kuantitatif untuk mengetahui kualitas pelayanan, serta mengetahui hubungan kualitas pelayanan terhadap kepuasan dan loyalitas pelanggan Instalasi Farmasi RSUD Cilacap. Hasil penelitian menunjukkan masih terdapat gap kualitas pelayanan dengan nilai gap terbesar ada pada dimensi responsiveness (daya tanggap). Kualitas pelayanan secara simultan mempengaruhi kepuasan dan loyalitas pelanggan secara signifikan. Dimensi kualitas pelayanan yang secara parsial berpengaruh signifikan terhadap kepuasan pelanggan adalah dimensi reliability (keandalan) dan responsiveness (daya tanggap). Dimensi kualitas yang secara parsial berpengaruh signifikan terhadap loyalitas pelanggan adalah dimensi empathy (empati). Kepuasan pelanggan berpengaruh terhadap loyalitas pelanggan Instalasi Farmasi RSUD Cilacap.

Quality of service in service-based industries including health service industry is very important. Many research in marketing showed that good quality of service would create customer satisfaction and it would end in the loyalty of the customer to the company. This research aimed at knowing the quality of services of the Pharmacy Department of Cilacap’s Local Government Hospital (RSUD Cilacap) and at finding the relation between quality of service with customers satisfaction and customers loyalty to the Pharmacy Department of the said hospital. The research is conducted by reviewing the dimensions of reliability, responsiveness, assurance, empathy, and tangibility. Descriptive research design was non-experimental observation of the customers in the Pharmacy Department of RSUD Cilacap. The method of data collection used was purposive sampling using research application in the form of closed questionnaires. Questionnaires tested validity and reliability of 30 respondents representing customers of Pharmacy Department of RSUD Cilacap. Questionnaires were delivered to 150 respondents, then analyzed using descriptive qualitative tools to know respondents characteristic. Quantitative analysis tools to know the quality of services, relation of the services with customers satisfaction and customers loyalty to the Pharmacy Department of RSUD Cilacap. The Results showed gap in the quality of service of the Pharmacy Department of RSUD Cilacap with biggest gap value lied on dimension of responsiveness. Quality of services had a simultaneously significance influence to customers satisfaction and customers loyalty to the Pharmacy Department of RSUD Cilacap. Dimension of quality of service which had partially significance effect to customers satisfaction was dimension of reliability and responsiveness. Dimension of quality of services which had a partial significance effect to customers loyalty was dimension of empathy. Customers satisfaction had a positively influence to customers loyalty

Kata Kunci : Kualitas pelayanan,Kepuasan pelanggan,Loyalitas pelanggan, Quality of service, customers satisfaction, customers loyalty