SAPUTRA, ADITIA (2026) ANALISIS PERSEPSI PASIEN BPJS KESEHATAN DALAM MENERIMA PELAYANAN KEPERAWATAN EXCELLENCE RAWAT INAP RUMAH SAKIT CINTA KASIH TZU CHI BULAN JANUARI 2026. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to analyze the perception and satisfaction of BPJS patients regarding the quality of inpatient nursing services at Cinta Kasih Tzu Chi Hospital in January 2026. The research variables focus on service quality through the SERVQUAL dimensions (tangibles, reliability, responsiveness, assurance, and empathy). Utilizing a qualitative descriptive approach within a post-positivism paradigm, the research sample involved 8 BPJS patient informants selected through a purposive sampling technique. Data analysis was conducted qualitatively, encompassing data reduction, data presentation, and conclusion drawing based on service theory. The results indicate a very strong positive perception in the empathy and assurance dimensions, where the internalization of "Cinta Kasih" (Compassion) values successfully built brand trust without insurance status discrimination. Nonetheless, gaps were identified in the tangibles dimension regarding physical facilities and responsiveness during peak hours. The interpretation of the results concludes that the integrity of therapeutic communication and service consistency are the primary determinants of patient satisfaction. The synergy of these dimensions creates experience marketing that transforms emotional satisfaction into positive Word of Mouth, organically enhancing the hospital's reputation and patient visit interest. Management is advised to revitalize supporting facilities to optimize the overall nonverbal communication of the services. Keywords: Service Quality, SERVQUAL, BPJS Patients, Healthcare Marketing Communication, Service Excellence. Penelitian ini bertujuan menganalisis persepsi dan kepuasan pasien BPJS terhadap kualitas pelayanan keperawatan rawat inap di Rumah Sakit Cinta Kasih Tzu Chi pada Januari 2026. Variabel penelitian berfokus pada kualitas pelayanan melalui dimensi SERVQUAL (tangible, reliability, responsiveness, assurance, dan empathy). Menggunakan pendekatan deskriptif kualitatif dengan paradigma postpositivisme, sampel penelitian melibatkan 8 informan pasien BPJS yang ditentukan melalui teknik purposive sampling. Analisis data dilakukan secara kualitatif mencakup reduksi, penyajian data, dan penarikan kesimpulan berdasarkan teori jasa. Hasil penelitian menunjukkan persepsi positif yang sangat kuat pada dimensi empathy dan assurance, di mana internalisasi nilai "Cinta Kasih" mampu membangun brand trust tanpa diskriminasi status asuransi. Meskipun demikian, ditemukan celah pada dimensi tangible terkait fasilitas fisik serta responsiveness pada jam sibuk. Interpretasi hasil menyimpulkan bahwa integritas komunikasi terapeutik dan konsistensi layanan merupakan determinan utama kepuasan pasien. Sinergi dimensi tersebut menciptakan experience marketing yang mentransformasi kepuasan emosional menjadi Word of Mouth positif, yang secara organik meningkatkan reputasi serta minat kunjungan pasien. Manajemen disarankan merevitalisasi fasilitas pendukung untuk mengoptimalkan komunikasi nonverbal pelayanan secara menyeluruh. Kata Kunci: Kualitas Pelayanan, SERVQUAL, Pasien BPJS, Komunikasi.
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