PENGARUH MARKETING PUBLIC RELATIONS DAN KUALITAS PELAYANAN TERHADAP CITRA RUMAH SAKIT CIPUTRA MITRA HOSPITAL BANJARMASIN

Supriyono, Supriyono (2024) PENGARUH MARKETING PUBLIC RELATIONS DAN KUALITAS PELAYANAN TERHADAP CITRA RUMAH SAKIT CIPUTRA MITRA HOSPITAL BANJARMASIN. Masters thesis, Universitas Islam Kalimantan MAB.

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Abstract

ABSTRAK Penelitian ini dilakukan dengan tujuan untuk menguji dan menganalisis pengaruh marketing public relations dan kualitas pelayanan terhadap citra Rumah Sakit Ciputra Mitra Hospital Banjarmasin. Penelitian ini menggunakan jenis penelitian explanatory reasearch. Jenis data menggunakan data kualitatif dan kuantitatif, sedangkan sumber data menggunakan data primer melalui kuesioner dan data sekunder. Populasi dalam penelitian ini adalah pasien Rumah Sakit Ciputra Mitra Hospital Banjarmasin. Sampel dalam penelitian ini adalah pasien Rumah Sakit Ciputra Mitra Hospital Banjarmasin sebanyak 100 orang dengan teknik pengambilan sampel menggunakan purposive sampling. Teknik pengumpulan data dengan cara observasi, kuesioner, wawancara dan kepustakaan. Uji keabsahan data dilakukan dengan uji validitas da reliabilitas. Teknik analisis data menggunakan model regresi linier berganda. Hasil analisis menunjukkan bahwa secara parsial marketing public relations dan kualitas pelayanan mempunyai pengaruh secara positif dan signifikan terhadap citra Rumah Sakit Ciputra Mitra Hospital Banjarmasin. Secara simultan marketing public relations dan kualitas pelayanan mempunyai pengaruh secara positif dan signifikan terhadap citra Rumah Sakit Ciputra Mitra Hospital Banjarmasin. Marketing public relations merupakan variabel yang memberikan kontribusi lebih besar terhadap citra itra Rumah Sakit Ciputra Mitra Hospital Banjarmasin bila dibandingkan dengan kualitas pelayanan. Kata Kunci: Marketing Public Relations,Kualitas Pelayanan, Citra Rumah Sakit ABSTRACT This research was conducted with the aim of testing and analyzing the influence of marketing public relations and service quality on the image of Ciputra Mitra Hospital Banjarmasin. This research uses explanatory research. The data type uses qualitative and quantitative data, while the data source uses primary data through questionnaires and secondary data. The population in this study were patients at Ciputra Mitra Hospital Banjarmasin. The sample in this study was 100 patients at Ciputra Mitra Hospital Banjarmasin with a sampling technique using purposive sampling. Data collection techniques include observation, questionnaires, interviews and literature. The data validity test was carried out using validity and reliability tests. The data analysis technique uses a multiple linear regression model. The results of the analysis show that partially marketing public relations and service quality have a positive and significant influence on the image of Ciputra Mitra Hospital Banjarmasin. Simultaneously marketing public relations and service quality have a positive and significant influence on the image of Ciputra Mitra Hospital Banjarmasin. Marketing public relations is a variable that makes a greater contribution to the image of Ciputra Mitra Hospital Banjarmasin when compared to service quality. Keywords: Marketing Public Relations, Service Quality, Hospital Image

Item Type: Thesis (Masters)
Uncontrolled Keywords: Kata Kunci: Marketing Public Relations,Kualitas Pelayanan, Citra Rumah Sakit Keywords: Marketing Public Relations, Service Quality, Hospital Image
Subjects: H Social Sciences > H Social Sciences (General)
Depositing User: Muhammad Faisal Perdana Putera
Date Deposited: 16 Feb 2024 03:13
Last Modified: 16 Feb 2024 03:13
URI: http://eprints.uniska-bjm.ac.id/id/eprint/20258

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