STRATEGI PUBLIC RELATIONS DALAM MEMBANGUN LOYALITAS KONSUMEN DI RUMAH SAKIT MEILIA CIBUBUR

ANNISA, (2016) STRATEGI PUBLIC RELATIONS DALAM MEMBANGUN LOYALITAS KONSUMEN DI RUMAH SAKIT MEILIA CIBUBUR. S1 thesis, Universitas Mercu Buana Bekasi.

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Abstract

ABSTRACT Hospital public relations' strategy in building a good relationship with customers is essential in building customer's loyalty. The purpose of this study is to determine how the public relations' strategy of Meilia Cibubur Hospital in building customer's loyalty and whether public relations play an active role in building loyalty with consumers or not. To support the research, the method used is a case study to elaborate public relations strategy according to the translation by Scott M. Cultip & Allen H. Center, which is used in the implementation of public relations strategies include working with the opinion of several speakers who conducted the interview. The method used is qualitative by emphasizing the search for meaning, the sense, the concept, characteristics, symptoms, symbol, or a description of a phenomenon. The results of this study indicate that the public relations strategy created by Scott M. Cultip & Allen H. Center has been done by public relations of Meilia Hospital to increase customer's loyalty. The survey results revealed that the implementation of a public relations' strategy of Meilia Hospital is less than the maximum because of the lack of a survey of consumers so that public relations Meilia Hospital could not identify the motive of existing patients who use the services of the Meilia Hospital.

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