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All Journal Jurnal Riset Rumpun Ilmu Kesehatan (JURRIKES) Sammajiva: Jurnal Penelitian Bisnis dan Manajemen JIMEK
Puspa Widiyawati
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Health Professions Medicine & Pharmacology Nursing Public Health

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Transformasi Digital Marketing dalam Peningkatan Loyalitas Pasien di Rumah Sakit: Studi Eksperimen Interaktif Berbasis AI Chatbot Puspa Widiyawati; Ria Anggraeni Lubis; Orieza Sativa Novitaloka
Jurnal Ilmu Manajemen, Ekonomi dan Kewirausahaan Vol. 5 No. 3 (2025): November: Jurnal Ilmu Manajemen, Ekonomi dan Kewirausahaan (JIMEK)
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jimek.v5i3.8221

Abstract

Digital transformation has brought profound changes to healthcare marketing strategies, particularly in building patient loyalty through more personalized, responsive, and technology-driven communications. This study focuses on the contribution of AI chatbots as part of a hospital's digital marketing strategy in building patient loyalty. The approach used was descriptive qualitative with a phenomenological method, where data was obtained through in-depth interviews and participant observation of patients who had used chatbot services. Thematic analysis identified five key themes: ease of access to information, service personalization, sense of security and trust, limited empathy, and positive impact on service reuse intentions. The results show that AI chatbots function effectively as an initial communication medium capable of increasing patient trust and emotional engagement, although they have not completely replaced human communication, especially in situations requiring high empathy. These findings indicate the need for a hybrid strategy that combines technological efficiency with human involvement, so that communication remains adaptive and effective. Furthermore, the development of Natural Language Processing-based chatbots is crucial for increasing the sensitivity, relevance, and quality of interactions. Conceptually, this study enriches the understanding of digital marketing in the healthcare sector, and practically provides recommendations for hospitals in strengthening patient loyalty strategies amidst the increasingly rapid flow of digital transformation.
Implementation of Competency-Based Career Management in Improving the Professionalism of Medical Personnel at Islamic Hospital Banjarmasin Puspa Widiyawati; Rinawati Rinawati
JURNAL RISET RUMPUN ILMU KESEHATAN Vol. 4 No. 2 (2025): Agustus : Jurnal Riset Rumpun Ilmu Kesehatan
Publisher : Pusat riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jurrikes.v4i2.5249

Abstract

In facing the challenges of an increasingly complex and dynamic world of work, competency-based career management is a strategic approach in managing human resources, especially medical personnel. This study aims to examine the implementation of competency-based career management system in improving the professionalism of medical personnel in Banjarmasin Islamic Hospital. Using descriptive qualitative methods based on literature studies, this study highlights the importance of structuring career paths that are structured and oriented to technical and non-technical competencies, such as communication skills, leadership, and ethical integrity. The results of the analysis show that this approach is not only able to answer the internal needs of the hospital in building a professional work culture, but also a strategic response to the demands of quality health services, fast, and humane. The implications of this implementation are expected to encourage increased work motivation, service efficiency, and competitiveness of health institutions in the modern era.
Analisis Burnout Dokter IGD terhadap Kualitas Pelayanan dan Kepuasan Pasien dalam Perspektif Service Profit Chain Orienza Sativa Novitaloka; Puspa Widiyawati; Ria Anggraeni Lubis; A Rohendi
Sammajiva: Jurnal Penelitian Bisnis dan Manajemen Vol. 4 No. 2 (2026): Juni:SAMMAJIVA: Jurnal Penelitian Bisnis dan Manajemen
Publisher : Institut Nalanda

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47861/sammajiva.v4i2.2275

Abstract

The Emergency Department (ED) is a hospital unit characterized by high work pressure, which may lead to physician burnout. This condition not only affects healthcare workers but also has implications for service quality and patient satisfaction. This study aims to analyze the experiences of burnout among ED physicians and its impact on service quality and patient satisfaction from the perspective of the Service Profit Chain. This research employs a qualitative approach with a phenomenological design. The informants consisted of 7 participants, including 4 ED physicians as primary informants and 3 patients or their family members as supporting informants, selected purposively. Data were collected through in-depth interviews, observations, and documentation, and analyzed using the interactive model of Miles and Huberman. The findings indicate that burnout is characterized by emotional exhaustion, which affects service behavior, particularly in communication, empathy, and responsiveness. Although professionalism is maintained, there is a decline in the quality-of-service interaction, which influences patients’ experiences and satisfaction. This study demonstrates that burnout indirectly affects patient satisfaction through the quality-of-service interaction as the main mechanism. From the Service Profit Chain perspective, the internal condition of healthcare workers is a strategic factor in improving service quality and patient satisfaction.
Co-Authors A Rohendi Orienza Sativa Novitaloka Orieza Sativa Novitaloka Ria Anggraeni Lubis Rinawati Rinawati