Upaya Peningkatan Kunjungan Poliklinik Rawat Jalan Berdasarkan Analisis Brand Image dan Customer Value
ABSTRACT: Quantity of actual
respondent was 87 persons and potential respondent is 87 persons. Actual
respondent are the medical patients who have been doing services at Clinics in
RSI Siti Aisyah Madiun. Potential respondent are the family or deliverer of
patient who never got the services at Clinics in RSI Siti Aisyah Madiun. The
objective of this study is to arrange a recommendation improving the number of
patient visits in outpatient polyclinics RSI Siti Aisyah Madiun based on brand
image and customer value analysis. The result of this study showed that Brand
Image component for potential respondent as Types of Brand Association in
adequate category, it mean need to make improvement, Favorability of Brand
Association is the professionalism of the doctor (66.67%), Strength of Brand
Association is the professionalism of the medical staff (43.68%), dan
Uniqueness of Brand Association is the medical staff informed the detail of
services (42.53%). As the result for actual respodent as Types of Brand
Association in adequate category, it mean need to make improvement,
Favorability of Brand Association is the professionalism of the doctor
(72.41%), Strength of Brand Association is the professionalism of the medical
staff (47.13%) and Uniqueness of Brand Association is the medical staff
informed the detail of services (44.83%). The result for Customer Value,
Customer Satisfaction, and Customer Loyalty showed in adequate category, it
mean need to make improvement. Recommendation of the effort for RSI Siti Aisyah
management based on is to improving the velocity and quality of services, in
this case by organize some skill training, publish the schedule of the doctor,
integration of SIM RSI Siti Aisyah for Polyclinics information, adding
directory boards.
Penulis: TIKA INDIRASWARI,
NYOMAN ANITA DAMAYANTI
Kode Jurnal: jpkesmasdd120041
