PENGARUH KUALITAS PELAYANAN DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN DI RUMAH SAKIT HERMINA SERPONG TANGERANG SELATAN

HAPSARI, MUYI AYOE (2017) PENGARUH KUALITAS PELAYANAN DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN DI RUMAH SAKIT HERMINA SERPONG TANGERANG SELATAN. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

The hospital is a health care institution which organizes personal health services in the plenary. Hospital growth in South Tangerang district so rapidly that spur hospitals to compete in gaining market share and segments in accordance with hospital services. Quality services and intensive promotion including the factors that influence consumers in making a purchase. This study aimed to analyze the impact of service quality on customer decisions, the effect of promotions on customer decisions and influence of service quality and promotion simultaneously to the customer's decision at Hermina Serpong Hospital in South Tangerang. The variable in this study are the quality of service (X1), promotion (X2) and the customer's decision (Y). Samples used as many as 95 (ninety five) of respondents in the Hermina Serpong Hospital with engineering judgment / purposive sampling. The data collection is done by using a questionnaire which is then performed the analysis using multiple linear regression analysis. The results showed that service quality has positive influence on customer decisions(thitung> ttabel = 4,893 > 1,99), the promotion has positive influence on customer decisions(thitung> ttabel = 8,354 > 1,99) and service quality and promotion simultaneously have positive influence on customer decisions(Fhitung> Ftabel = 128,217 > 3,10).Variable Quality of Service with customer decision variable is the most dominant dimension of empathy that is equal to 0,696 Keywords : Quality Service, Promotion, Hospital’s Customer Decision. Rumah sakit adalah institusi pelayanan kesehatan yang menyelenggarakan pelayanan kesehatan perorangan secara paripurna. Petumbuhan rumah sakit di Kabupaten Tangerang Selatan sangat pesat sehingga memacu rumah sakit untuk bersaing dalam mendapatkan pangsa pasar dan segmen yang sesuai dengan pelayanan rumah sakit. Layanan yang berkualitas dan promosi yang intensif termasuk faktor-faktor yang memengaruhi konsumen dalam melakukan pembelian. Penelitian ini bertujuan untuk menganalisis pengaruh kualitas pelayanan terhadap keputusan pelanggan, pengaruh promosi terhadap keputusan pelanggan dan pengaruh kualitas pelayanan dan promosi secara simultan terhadap keputusan pelanggan di RS Hermina Serpong Tangerang Selatan. Variabel dalam penelitian ini adalah kualitas pelayanan (X1), promosi (X2) dan keputusan pelanggan (Y). Sampel yang digunakan yaitu sebanyak 95 (sembilan puluh lima) responden di RS Hermina Serpong dengan teknik judgement/purposive sampling. Pengumpulan data dilakukan dengan menggunakan kuesioner yang selanjutnya dilakukan analisis dengan menggunakan metode analisis regresi linier berganda. Hasil penelitian menunjukkan bahwa kualitas pelayanan berpengaruh positif terhadap keputusan pelanggan (thitung> ttabel = 4,893 > 1,99), promosi berpengaruh positif terhadap keputusan pelanggan (thitung> ttabel = 8,354 > 1,99) dan kualitas pelayanan dan promosi secara simultan berpengaruh positif terhadap keputusan pelanggan (Fhitung> Ftabel = 128,217 > 3,10). Variabel Kualitas Pelayanan dengan variabel keputusan Pelanggan yang paling dominan adalah dimensi empati (Y sebesar 0.696). Kata Kunci : Kualitas Pelayanan, Promosi, Keputusan Pelanggan Rumah Sakit.

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