citra merek rumah sakit dengan pemanfaatan kembali pelayanan kesehatan rawat inap

tedy candra lesmana, sarly rambu uru

Abstract


Saat ini masih banyak dijumpai rumah sakit dengan Bed Occupancy Rate belum memenuhi standard yang telah ditetapkan kementerian kesehatan yaitu sebesar 60-80%. Ketersediaan tempat tidur menjadi faktor penting dalam penentuan pemanfaatan rumah sakit. Pasien yang tidak memanfaatan ulang pelayanan di suatu rumah sakit dipengaruhi oleh sikap pasien dan citra merek rumah sakit. Penelitian ini untuk mengetahui pengaruh citra merek terhadap pemanfaatan kembali pelayanan kesehatan rawat inap di Rumah Sakit Rajawali Citra. Penelitian dilakukan dengan pendekatan cross sectional melibatkan  sampel sebanyak 54 pasien. Chi-Square digunakan untuk mengetahui pengaruh antara variabel bebas dan variabel terikat. Tingkat pengaruh kedua variabel diukur dengan Odds Ratio. Persepsi responden tentang citra perusahaan, citra pemakai dan citra produk RSRC dengan kategori baik masing-masing sebanyak 88,9%, 85,2%, dan 90,7%. Responden yang bersedia untuk kembali memanfaatkan pelayanan kesehatan rawat inap di RSRC sebesar 85,2%. Nilai uji Chi Square citra perusahaan, citra pemakai, dan citra produk terhadap pemanfaatan kembali pelayanan kesehatan rawat inap di RSRC masing-masing adalah 0,050, 0,013, dan 0,020. Nilai Odds Ratio citra perusahaan, citra pemakai, dan citra produk terhadap pemanfaatan kembali pelayanan kesehatan rawat inap di RSRC masing-masing adalah 4,800, 5,750, dan 5,880. Citra perusahaan, citra pemakai, dan citra produk sangat mempengaruhi pemanfaatan kembali pelayanan kesehatan rawat inap di RSRC. Semakin tinggi nilai citra merek mendorong pemanfaatan kembali pelayanan kesehatan rawat inap di RSRC.  


Keywords


citra merek, citra perusahaan, citra pemakai, citra produk, pemanfaatan kembali

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References


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DOI: https://doi.org/10.35842/formil.v5i1.305

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