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All Journal Jurnal Manajemen dan Administrasi Rumah Sakit Indonesia (MARSI) Journal of Ageing And Family
Nurdin, Ishmah Farah Adiba
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Health Professions Medicine & Pharmacology Neuroscience Nursing Public Health

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Marketing Strategy Analysis Of Health Services For Bpjs Participants At Aliyah 2 Hospital Kendari City Nurdin, Ishmah Farah Adiba; Sulistiyowati, Yeny; Aminingsih, Purwanti; Agustin, Dinni
Journal of Ageing And Family Vol 4, No 2 (2024): Journal of Ageing And Family
Publisher : Lembaga Penelitian dan Pengabdian Masyarakat (LPPM Universitas Respati Indonesia)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52643/joaf.v4i2.6872

Abstract

Background: Aliyah 2 Hospital in Kendari City faces challenges in improving BPJS services amidst competition, so marketing strategies are key to improving service quality, patient satisfaction, and competitiveness. Objective: This study aims to analyze the marketing strategies implemented by Aliyah 2 Hospital in improving health services for BPJS participants, and to identify factors that influence its success. Method: This study uses a mixed-method with quantitative data from BPJS patient questionnaires and qualitative data from interviews with management and marketing staff. The analysis was conducted using SPSS 26 through validity, reliability, and multiple linear regression tests. Results: Marketing strategies such as social media, service promotion, and improving service quality have a positive impact on BPJS patient satisfaction and visits, although they are still constrained by budget, experts, and service convenience. Conclusion: The conclusion of this study is that an effective marketing strategy can improve the hospital's competitiveness in providing services to BPJS participants. Recommendations provided include improving digital marketing strategies, optimizing technology-based services, and strengthening relationships with patients through the Customer Relationship Management (CRM) program. Keywords: Marketing strategy, health services, BPJS, patient satisfaction, hospital.
Analisis Strategi Pemasaran Terhadap Pelayanan Kesehatan Pada Peserta Bpjs Di Rumah Sakit Aliyah 2 Kota Kendari Nurdin, Ishmah Farah Adiba; Sulistiyowati, Yeny; Aminingsih, Purwanti
Jurnal Manajemen dan Administrasi Rumah Sakit Indonesia (MARSI) Vol 10, No 1 (2026): Jurnal Manajemen dan Administrasi Rumah Sakit (MARSI)
Publisher : LPPM Universitas Respati Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52643/marsi.v10i1.7905

Abstract

ABSTRAK Latar Belakang: Rumah Sakit Aliyah 2 Kota Kendari menghadapi tantangan dalam meningkatkan pelayanan BPJS di tengah persaingan, sehingga strategi pemasaran menjadi kunci dalam meningkatkan kualitas layanan, kepuasan pasien, dan daya saing. Tujuan: Penelitian ini bertujuan untuk menganalisis strategi pemasaran yang diterapkan Rumah Sakit Aliyah 2 dalam meningkatkan pelayanan kesehatan bagi peserta BPJS, serta mengidentifikasi faktor-faktor yang memengaruhi keberhasilannya. Metode: Penelitian ini menggunakan metode campuran (mixed-method) dengan data kuantitatif dari kuesioner pasien BPJS dan data kualitatif dari wawancara dengan manajemen dan staf pemasaran. Analisis dilakukan menggunakan SPSS 26 melalui uji validitas, reliabilitas, dan regresi linier berganda. Hasil: Strategi pemasaran seperti media sosial, promosi layanan, dan peningkatan kualitas pelayanan berdampak positif pada kepuasan dan kunjungan pasien BPJS, meski masih terkendala anggaran, tenaga ahli, dan kenyamanan layanan. Kesimpulan: Kesimpulan dari penelitian ini adalah bahwa strategi pemasaran yang efektif mampu meningkatkan daya saing rumah sakit dalam memberikan pelayanan kepada peserta BPJS. Rekomendasi yang diberikan mencakup peningkatan strategi pemasaran digital, optimalisasi pelayanan berbasis teknologi, serta penguatan hubungan dengan pasien melalui program Customer Relationship Management (CRM). Kata kunci: Strategi pemasaran, pelayanan kesehatan, BPJS, kepuasan pasien, rumah sakit.
Co-Authors Agustin, Dinni Aminingsih, Purwanti Sulistiyowati, Yeny