PENGARUH CONSUMER EDUCATION DAN SERVICE QUALITY TERHADAP KEPUASAN DAN LOYALITAS PASIEN RAWAT INAP (STUDI PADA RUMAH SAKIT UMUM SWASTA DI KOTA MEDAN)
ABSTRACT: The progress of
business world has noted an amazing development, especially in the service
industry that has dominated the market competition. In Indonesia, the service
sector has had a fast development as well. It can be seen from the distribution
of PDB`s percentage according to business field, showing that the contribution
of service sector comes near 50%. One kind of the service industry having a
fast development is hospital industry. Along with the development of the
globalization of World Trade and the agreement of ASEAN Free Market 2003, APEC
2010, and The World Free Market 2020, therefore the hospital have to start to
plan quality improvement program and service given, so that it can vie in this
very competitive climate.This research takes the sample in 4 Private Public
Hospitals Type B in Medan. They are RSU Haji, RSU Permata Bunda, RSU Methodist,
and RSU Herna, with 235 respondents. The research data are primary data,
obtained through interviews, observations, and the answering of questionnaires
with scale Likert 1 – 5 to know the respondent`s perception to examined
variables, and hospital secondary data documented in the form of reports and
brochures. The research data is analyzed with Structural Equation Modelling
(SEM) with software AMOS. The result of
the analysis shows that consumer education directly effect toward satisfaction,
but not loyalty. However, indirectly it has effect toward loyalty through
satisfaction. Service quality directly effect toward satisfaction and loyalty.
Besides, service quality has effect toward loyalty through satisfaction,
furthermore, satisfaction directly effect toward loyalty.
Keywords: Consumer Education,
Service Quality, In-patient satisfaction, In-Patient Loyalty
Penulis: Arlina Nurbaity Lubis
Kode Jurnal: jpmanajemendd090052
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