ANDITA, LUKI UJI (2023) STRATEGI KOMUNIKASI PEMASARAN RS MEDISTRA UNTUK MENCIPTAKAN LOYALITAS PELANGGAN PADA MASA PANDEMI COVID-19 (PERIODE 2021-2022). S1 thesis, Universitas Mercu Buana - Menteng.
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Abstract
Kasus Covid-19 pertama kali terjadi di Indonesia pada awal Maret 2020, turut berpengaruh pada berbagai bidang terutama bidang kesehatan dan Rumah Sakit Medistra sebagai salah satu rumah sakit rujukan Covid-19 di Jakarta turut serta memberikan layanan terkait Covid-19. Penelitian ini bertujuan untuk mengetahui Strategi Komunikasi Pemasaran RS Medistra Untuk Menciptakan Loyalitas Pelanggan Pada Masa Pandemi Covid-19 (Periode 2021-2022). Penelitian ini menggunakan teori strategi komunikasi pemasaran, komunikasi pemasaran (analisis SWOT, analisis STP, bauran pemasaran jasa, bauran pemasaran jasa), loyalitas, new media serta pengelolaan webinar. Metode penelitian yang digunakan dalam penelitian ini adalah metode kualitatif, dengan pendekatan deksiptif yaitu penelitian yang memberikan gambaran kepada pembaca dan mengungkapkan suatu masalah, keadaan, peristiwa, dan bagaimana adanya mengungkapkan fakta secara detail. Sedangkan, menurut Bagdan & taylor (dalam Moleong, 2002), yang dimaksud penelitian kualitatif adalah prosedur penelitian yang menggunakan data deskriptif berupa katakata tertulis atau lisan dari orang-orang dan perilaku yang dapat diamati. Hasil penelitian menunjukkan bahwa RS Medistra berhasil menciptakan loyalitas pelanggan pada masa Pandemi Covid-19 melalui strategi hard selling dan bauran pemasaran yang paling berpengaruh adalah direct marketing. Sesuai dengan STP (Segmentation, Targeting & Positioning) yang telah ditentukan, capaian loyalitas pelanggan RS Medistra yaitu pelanggan dengan ekonomi menengah ke atas, baik perorangan maupun korporasi/lembaga pemerintahan dan swasta. Kata Kunci : Strategi komunikasi pemasaran, bauran pemasaran jasa, loyalitas, rumah sakit, new media, Marketing communication strategy, service marketing mix, loyalty, hospital, new media The first Covid-19 case occurred in Indonesia in early March 2020, which also affected various fields, especially the health sector and Medistra Hospital, as one of the Covid-19 referral hospitals in Jakarta, also participated in providing services related to Covid-19. This study aims to determine the Medistra Hospital Marketing Communication Strategy to Create Customer Loyalty During the Covid- 19 Pandemic (Period 2021-2022). This study uses the theory of marketing communication strategy, marketing communication (SWOT analysis, STP analysis, service marketing mix), loyalty, new media and webinar management. The research method used in this study is a qualitative method, with a descriptive approach, namely research that gives an overview to the reader and reveals a problem, situation, event, and how it is to reveal facts in detail. Meanwhile, according to Bagdan & Taylor (in Moleong, 2002), what is meant by qualitative research is a research procedure that uses descriptive data in the form of written or spoken words from people and observable behavior. The results showed that Medistra Hospital succeeded in creating customer loyalty during the Covid-19 Pandemic through a hard selling strategy and the most influential marketing mix was direct marketing. In accordance with the STP (Segmentation, Targeting & Positioning) that has been determined, the achievements of Medistra Hospital customer loyalty are customers with middle to upper economic class, both individuals and corporations/government and private institutions. Keywords: Marketing communication strategy, service marketing mix, loyalty, hospital, new media
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 44319110010 |
| Uncontrolled Keywords: | Strategi komunikasi pemasaran, bauran pemasaran jasa, loyalitas, rumah sakit, new media, Marketing communication strategy, service marketing mix, loyalty, hospital, new media |
| Subjects: | 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 070 Documentary Media, Educational Media, News Media, Journalism, Publishing/Media Dokumenter, Media Pendidikan, Media Berita, Jurnalisme, Penerbitan |
| Divisions: | Fakultas Ilmu Komunikasi > Penyiaran |
| Depositing User: | MELATI CAHYA FITRIANI |
| Date Deposited: | 05 Sep 2023 04:20 |
| Last Modified: | 05 Sep 2023 04:20 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/80358 |
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