STRATEGI PUBLIC RELATIONS OFFICER DALAM MENINGKATKAN KUALITAS PELAYANAN DI RUMAH SAKIT ADI HUSADA UNDAAN WETAN SURABAYA
By DISTY AULIYA RAHMI | NIM: 2021013 |
Skripsi | S-1 Administrasi Rumah Sakit 2024
Penelitian ini dilatarbelakangi dengan aktivitas Public Relations dalam rumah
sakit sangat penting dilakukan pada era seperti sekarang ini, dan penelitian ini
bertujuan untuk mengetahui faktor pendukung dan faktor penghambat strategi
Public Relations Officer dan mengetahui strategi Public Relations Officer yang
digunakan untuk meningkatkan kualitas pelayanan di Rumah Sakit Adi Husada
Undaan Wetan Surabaya. Jenis penelitian menggunakan jenis deskriptif kualitatif.
Sumber data yang diperoleh peneliti menggunakan metode observasi, wawancara
dan dokumentasi.
Hasil penelitian menunjukkan bahwa strategi Public Relations Officer Rumah
Sakit Adi Husada Undaan Wetan Surabaya sudah sesuai dengan teori yang
dipaparkan oleh peneliti, yaitu strategy of publicity, strategy of persuation, strategy
of argumentation, strategy of image. Dengan cara memberikan perhatian dan peduli
kepada keluhan atau komplain pelanggan, sering mengadakan baksos,
memanfaatkan teknologi dan media sosial secara optimal untuk menjangkau dan
berkomunikasi dengan pihak eksternal maupun internal. Adapun faktor
pendukungnya yaitu dapat menjalin hubungan baik dengan pihak internal maupun
eksternal serta adanya pengantar media yang digunakan. Faktor penghambatnya
yaitu adanya pesaing antar pelayanan kesehatan lainnya, adanya pasien warga
negara asing yang tidak bisa berbahasa Indonesia.
Dalam meningkatkan kualitas pelayanan Rumah Sakit Adi Husada Undaan
Wetan Surabaya menggunakan indikator reliability, assurance, tangibles, emphaty,
responsiveness. Pelayanan keluhan dan informasi pelanggan cukup memuaskan,
bisa dibuktikan dengan hasil survey kepuasan dan Google Review pelanggan serta
sikap karyawan selalu berpenampilan rapi, sopan dan cepat dalam merespon
pelanggan.
Kata Kunci : Strategi Public Relations Officer, Kualitas Pelayanan
This research is motivated by the fact that Public Relations activities in hospital
are very important in this era, and this research aims to find out the supporting
factors and inhibiting factors for Public Relations Officer strategies and find out the
Public Relations Officer strategies used to improve the quality of service at Adi
Husada Undaan Wetan Surabaya Hospital. This type of research uses a qualitative
descriptive type. The data sources obtained by researchers used observation,
interviews and documentation methods.
The results of the research show that the Public Relations Officer strategy at
Adi Husada Undaan Wetan Surabaya Hospital is in accordance with the theory
presented by researchers, namely strategy of publicity, strategy of persuasion,
strategy of argumentation, strategy of image. By paying attention and caring to
customer complaints or complaints, frequently holding social services, making
optimal use of technology and social media to reach and communicate with external
and internal parties. The supporting factors are being able to establish good
relationships with internal and external parties as well as an introduction to the
media used. The inhibiting factors are the existence of competitors between other
health services, the presence of foreign national patients who cannot speak
Indonesian.
In improving the quality of service at the Adi Husada Undaan Wetan Surabaya
Hospital, the indicators of reliability, assurance, tangibles, empathy and
responsiveness are used. The customer complaint and information service is quite
satisfactory, which can be proven by the results of customer satisfaction surveys
and Google Reviews as well as the attitude of employees who are always neat,
polite and quick in responding to customers.
Keywords : Strategy Public Relations Officer, Service Quality
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