Analisis minat pelanggan terhadap produk dan pelayanan jasa Balai Pelatihan Kesehatan (Bapelkes) Yogyakarta

SUBARGUS, Amin, Drs. John Suprihanto, MIM

2001 | Tesis | S2 Ilmu Kesehatan Masyarakat

Latar belakang: Bapelkes Yogyakarta mempunyai produk dan jasa yang harus dipasarkan. Cara mengetahui potensi pasar adalah melakukan survai minat pelanggan. Survai h i penting Larena indikator tingkat pemanfaatan SOR, BOR dan PNBP periode tahun 1995-2000 terns menurun. Tuiuan: Untuk menganalisis apakah faktor sikap, norma subjektif cian pengalaman m a la lu mempengaruhi minat pelanggan untuk memanfaatkan Bapelkes Yogyakarta. Metode: Survai dellgm rwcangan cross sectional. Survai ililakukan pada pelanggan lam; 2k baru pada instandorganisasi Depkes, Non Depkes SL masayarakat di Propinsi DIY. Sampel diambil dengan tehil, purpo,,ve samylrrzg7 dan diperoleh besar sampel 200 responden. Bentuk kuesicner skula Ktert, yang berisi pernyataan tentang dimensi pelayjnan jasa Bapelkes Yogyakarta. Analisis menggmakan model attrade-behawor relation dari Bentler & Speckart, uji regesi ganda serta uji-t. Hasil dan pembahasan: Sikap, noma subjektif dan pengalaman masa lalu pelanggan mempunyai skor positif terhadap minat berprilaku. Pelanggan bersikap setuju terhadap dimensi kepwsaq keranxhan, teranc'alkan dan biaya murah, tapi tidak setuju terhda:, dimensi profesionalisme tenaga, kejui-zan petugas dan kemudahan cara memesan. Norma subjektif pelanggan adalah teman satu kantor. stat atasan dan pegawai Bapelkes. Metiga variabel berpengaruh signifikan terhadap ininat beiperilaku. Pelanggan lama, norma subjektif dan pengalaman masa lalu berpengaruh lebih signifikan dibanding sikapnya. Sikar, pelanggan Faru berpengaruh lebih signifikan dibanding noma subjekthya. Bila dibandingkan minat kedua kdompok responden ternypta tidak ada perbedaan. Kesimpulan &in saran: Perlu diupayakan perbaikan terhadap dimensi profesionalisme tenaga pengajar, kejujuran petugas dan cara pemesanan tempat. Strategi promosinya adalah personal selling dengan memperhatikan refaensi atz.san, teman satu kantor, stafhya clan aspek pengalaman masa laiunya.

Ilealth T~iningIn stitution in 'iogyakarta, possessed product and services that should be well mketed. The way to examine market potensial was by having survey of customer intaest. This survey is important because of the decreasing of indicator of the utilizing level of Seat Occupancy of Rate (SOR), Bed Occupancy of Rate @OR) and PNBP in period of 1995-2000. The aim of th3 research was analyze whether some factors that were attitude, subjsdive norm and past experience k J ir,fl,uenx on the interest of customer in utilizing the health Training Institution in Yogyakarta. Survey was done with cross sectional design toward the dd and new customer in the hstancedorgaikation of Dqartement of Health, Nun 0:oarternent of Health and Kalasan Communities in t k province Yogyakarta specific territorial, The sampel of this research was 200 customers who were zfiosen wid purposive sampling. Likert scale was used for the questioner that contains of question regarding 12 dimension of service of Health Training Institusion in Yogyakarta. Analysis was done by using Theory of Reasoned Action from Fishbein & Ajzen (1975) and attitude-behavior relation model fiom Bentler & SFeckart (1973), multiple regression statistic test and t-tect. Attitude, wbjective norm and past experience to the new and old customer had positive score toward 12 dimension service and had significant influence toward inteiest. Two customer groups agree the dimension service of satisfication, rriendliness, guaranteed and low prize. Nevertheltss, they were disagreed toward dimension of employee professionalism honesty and the easy way of ordering. Subjective norm two customer groups arrange superior/leader, colleague. best friend, sta& employee Bapelkes and rules government. Subjective norm and past experience, for old customers had more signihnt influence toward interest compared with their altitude. On the other hand, for new ct~tomer's attitude -:as more sigrificant than tllzir subjective norm. Indeed, there was no difFerence between the two customer groups. In conclusim, attitude, subjective norm and past experience had positive score toward 12 dimension service and significant influence toward interest of customer. Recommenlied for Health Training Institution Yogyakarta, to improve of employee profesionalism, honesty and the way of ordering places as well as maintaining low prize. Therefore, the strategical promotion used personal selling and should be consider reference of superiodleader, colleague, best friend and their staff.

Kata Kunci : Balai Pelatihan Kesehatan, Perilaku Konsumen, Promosi, Dimmion of service, analysis of customer behakior and promotional strategic.