ANALISIS PENGARUH HARGA, PELAYANAN, ATMOSFER KENYAMANAN, KERAGAMAN PRODUK, DAN DESAIN RUMAH SAKIT TERHADAP KEPUTUSAN KONSUMEN ( STUDI DI RUMAH SAKIT BETHESDA YAKKUM YOGYAKARTA )

Sarjita Sarjita

Jurnal Bisnis, Manajemen, dan Akuntansi
Vol 4 No 1 (2017): Jurnal Bisnis, Manajemen, dan Akuntansi (JBMA) - Maret

The purpose of this study is to examine whether the variable price, service, atmosphereconvenience, product diversity and hospital design affect the consumer's decision in choosinghospital services. The population in this study were outpatients at Bethesda YAKKUM Hospital Jl.Jend. Sudirman No 70 Yogyakarta with a sample of 100 people. Data analysis tools use multiplelinear regression.The results of the analysis show that the Variable Price (X1), Service Variable (X2),Variable Atmosphere Atmosphere (X3), Product Variable Variable (X4) and Design Variable (X5)have a positive influence on consumer decision (Y) YAKKUM Yogyakarta with coefficients witheach having T. Sig. Smaller than 0.05. The Design variable (X5) is the most dominant variable orthe most influential on consumer decisions (Y).Keywords : Price, Service, Atmosphere Comfort, Product Diversity, Hospital Design, ConsumerDecision