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Jurnal Administrasi Kesehatan Indonesia

ISSN 23033592

Vol. 2 / No. 2 / Published : 2014-02

TOC : 5, and page :108 - 119

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Original Article :

Promotion effects dan switching bariers terhadap loyalitas pasien ruang sakinah rumah sakit muhammadiyah lamongan

Author :

  1. Neny Ahnafiya Maulina*1
  2. Stefanus Supriyanto*2
  1. Mahasiswa Fakultas Kesehatan Masyarakat
  2. Dosen Fakultas Kesehatan Masyarakat

Abstract :

Promotional efforts of the hospital are required to increase number of patient’s admission,as well as switching barriers are required in suppressing customers retention rate. This study was an analytical study using the observational method with cross sectional design. Questionnaires were obtained to 53 patient who admitted in Sakinah ward Muhammadiyah Lamongan Hospital.The result of study showed respondent’s assessement of switching barriers such as: interpersonal relationship was considered large, perceived switching cost was small and the attractiveness of alternative was large. The Promotion Effect variabel showed that respondents had attractiveness, purchase willingness, and perceived acquisition were high and purchase behavior considered was low. Most of respondents’s categorical had loyal. The statistic result used multivariate logistic regression is (sig.switching barriers:0,025, sig. promotion effects:0,01;α = 0,05). Conclusion of this study showed that there was impact between promotion effects and switching barriers to patient’s loyalty. Most of the respondents is new patient with indication inpatient waspost partum. So in developing customers retention strategies to get patient loyalty need for increase switching barriers and effort for promotion.

Keyword :

patient’s loyalty, promotion effects, switching barriers,


References :

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