PERSEPSI PUBLIK TERHADAP REBRANDING RUMAH SAKIT HELSA JATIRAHAYU BEKASI

INDRIYANTI, MAYA (2022) PERSEPSI PUBLIK TERHADAP REBRANDING RUMAH SAKIT HELSA JATIRAHAYU BEKASI. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research is motivated by the important role of the hospital in improving the quality of public health. Health service providers are encouraged to follow the times and continue to improve standards in all aspects. Therefore, many hospitals are currently competing to provide the best service to get a good response from the community. Like Helsa Jatirahayu Bekasi Hospital which always improves the quality of services through efforts Rebranding. The purpose of this study was to determine the public's perception of the rebranding of Helsa Jatirahayu Hospital. In this study, researchers used the concept of community perception according to Mulyana (2001 67) and the concept of rebranding according to Muzellec, Doogan, and Lambkin. This study uses a quantitative descriptive method with a single variable, the type of this study uses the survey method, the population in this study are Helsa Jatirahayu Bekasi Hospital customers with 550 people with a sample of 85 respondents. The results of the study show that the total number of data is 66.20 16 = 4,1375 where the score is on the interval scale of 3.43-4.23 or the positive category. Thus it can be concluded that respondents' perceptions are positive. Penelitian ini dilatar belakangi oleh Peran penting Rumah Sakit dalam peningkatan kualitas kesehatan masyarakat. Penyedia layanan kesehatan di dorong untuk mengikuti perkembangan zaman dan terus meningkatkan standar dalam segala aspek. Oleh karena itu, banyak rumah sakit saat ini berlomba-lomba untuk memberikan pelayanan terbaik agar mendapat respons baik dari masyarakat. Seperti halnya Rumah Sakit Helsa Jatirahayu Bekasi yang senantiasa melakukan peningkatan kualitas pelayanan melalui upaya Rebranding. Tujuan Penelitian ini adalah Untuk Mengetahui Persepsi Publik Terhadap Rebranding Rumah Sakit Helsa Jatirahayu Bekasi. Pada Penelitian ini Peneliti menggunakan konsep Persepsi menurut Mulyana (2001:67) dan Konsep Rebranding Menurut Muzellec, Doogan dan Lambkin. Penelitian ini menggunakan metode Deskriptif Kuantitatif dengan Variabel Tunggal, Jenis penelitian ini menggunakan metode survey,Populasi dalam penelitian ini adalah Pasien Rumah Sakit Helsa Jatirahayu Bekasi sebanyak 550 orang dengan jumlah sampel 85 responden. Hasil dari penelitian menunjukan bahwa jumlah dari keseluruhan data yaitu sebesar 66.20 : 16 = 4.1375 dimana skor tersebut berada pada skala interval 3.43-4.23 atau berkategori positif. Dengan demikian maka dapat disimpulkan bahwa persepsi publik adalah Positif. Kata Kunci : Persepsi Publik, Rebranding, Rumah Sakit.

Item Type: Thesis (S1)
Call Number CD: FK/PR. 22 111
NIM/NIDN Creators: 44217120031
Uncontrolled Keywords: Persepsi Publik, Rebranding, Rumah Sakit.
Subjects: 100 Philosophy and Psychology/Filsafat dan Psikologi > 120 Epistemology/Epistemologi > 121 Theory of Knowledge/Teori Pengetahuan > 121.3 Origin, Sources, Means of Knowledge/Asal, Sumber, Sarana Pengetahuan > 121.34 Perception/Persepsi
100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 153 Conscious Mental Process and Intelligence/Intelegensia, Kecerdasan Proses Intelektual dan Mental > 153.4 Thought, Thinking, Reasoning, Intuition, Value, Judgment/Pemikiran, Pertimbangan, Penalaran, Intuisi, Nilai, Pendapat > 153.46 Judgment/Pendapat
100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 154 Subconscious and Altered States and Process/Psikologi Bawah Sadar > 154.6 Sleep Phenomena/Fenomena Tidur > 154.63 Dreams/Mimpi > 154.634 Analysis/Analisis
Divisions: Fakultas Ilmu Komunikasi > Hubungan Masyarakat
Depositing User: ADELINA HASNA SETIAWATI
Date Deposited: 15 Oct 2022 06:23
Last Modified: 15 Oct 2022 06:23
URI: http://repository.mercubuana.ac.id/id/eprint/70397

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