PENGARUH STRATEGI PERCEIVED VALUE DALAM MEMBENTUK LOYALITAS PELANGGAN DI RUMAH SAKIT UNIVERSITAS HASANUDDIN KOTA MAKASSAR
Abstract
The research aimed to analyze the perceived value of strategy effect with the functional value indicators (installation, service quality, price, and professionalism), emotional value (novelty, control, hedonics), and social value (prestige) in estabilishing the customer loyalty in Hasanuddin University Hospital, Makassar City. This was an explanatory descriptive research with cross sectional study design. Responden taken were as many as 100 people. Data were collected by an observation, questionnaire, and documentation. The data were analysed by descriptive statistics analysis namely by calculating the mean, percentage, frequency table, inferential statistics the through the chi-square, and multivariate analysis through the logistic regression analysis. The research result indicate that the functional values have the effect in establishing the customers’ loyalty, however, they are not significant of the customer loyalty but low significant (p = 0.023, exp (B) = 3.179), emotional values have the effect in establishing the customers’ loyalty and they are significant (p = 0.002, exp (B) = 33.250), and social values have the effect in establishing the customers’ loyalty and it is very significant (p = 0.000, exp (B) = 40.969). the social value variable is the most influential variable in establishing the longstay customers’ loyalty in the Teaching Hospital of Hasanuddin University, Makassar City.
References
A., W. (2013). Gambaran Persepsi Pasien Dalam Keputusan Pemanfaatan Pelayanan Rawat Jalan Di Rumah Sakit Universitas Hasanuddin Makassar. Jurnal Bagian Manajemen Rumah Sakit. Fakultas Kesehatan Masyaraka. Makassar: Universitas Hasanuddin.
Azwar, A. (2007). Pengantar Adminstrasi Kesehatan. Jakarta: Bina Rupa Aksara.
Chan, K. W. (2011). Blue Ocean Strategy (Strategi Samudra Biru). Jakarta: PT. Serambi Ilmu Semesta.
Cooper, D. &. (2006). Business Research Methods (9th ed.). New York: McGraw-Hill/Irwin.
Griffin, J. (2003). Customer Loyality: Menumbuhkan dan Mempertahankan Kesetiaan Pelanggan. Jakarta: Penerbit Erlangga.
Hartono, B. (2010). Manajemen Pemasaran untuk Rumah Sakit. Jakarta: Rineka Cipta.
Hasan, S. (2010). Pengaruh Kualitas Layanan, Citra, Nilai, Dan Kepuasan Terhadap Loyalitas Pasien (Studi Pada Industri Rumah Sakit Di Kota Makassar). Jurnal aplikasi manajemen, VOL. 8 No. 1.
Kotler, d. (2009). Manajemen Pemasaran. Edisi 12. Jilid 1 dan 2. Jakarta: Indeks.
Lupiyoadi, R. &. (2006). Manajemen Pemasaran Jasa, edisi 2. Jakarta: PT. Salemba Empat.
Murniati, A. (2011). Pengaruh Evaluasi Pasien Yang Dilihat Dari Atribut Pelayanan Rawat Jalan RS ”XYZ” Terhadap Kesediaan Untuk Kunjungan Kembali Dan Merekomendasikan. Tesis. Jakarta: Universitas Indonesia.
Nurlaela. (2009). Analisis faktor yang Berpengaruh terhadap Keputusan dan Loyalitas Pasien Rawat Inap di Rumah Sakit Umum Daerah Tobelo Kabupaten Halmahera Utara. Tesis. Makassar: Universitas Hasanudddin.
Olaru.D, e. a. (2008). From customer value to repurchase intentions and recommendations. Journal of Business & Industrial Marketing . Volume 23 Nomor 8.
Puspitaningrum, M. (2006). Analisis Faktor-Faktor Yang Mempengaruhi Minat Beli Ulang. Tesis. Universitas Diponegoro.
RI, D. (2009). Profil Kesehatan Indonesia. Jakarta: Depertemen Republik Indonesia.
Riamas P.O., P. A. (2013). Pengaruh Perceived Value Pasien Rawatt Inap Terhadap Minat Memanfaatkan Kembali Di Rumah Sakit Universitass Hasanuddin Tahun 2013.
W., R. W. (2007). Customer Value: The Next Source For Competitive Advantage. Journal of the Academy of Marketing Science, Volume 25 Nomor 2.
Yauri, Y. (2011). Pengaruh Bauran Pemasaranterhadap Keputusan Pasien Memanfaatkan Ruang Rawat Inap di RSUD Majene Kabupaten Majene Tahun 2011. Skripsi. Makassar: Universitas Hasanuddin.
