Martono, Auliana Maharani (2018) PERAN HUMAS DALAM MENINGKATKAN KEPUASAN PELANGGAN DI RS PKU MUHAMMADIYAH YOGYAKARTA. Other thesis, Universitas Pembangunan Nasional "Veteran" Yogyakarta.
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Abstract
RS PKU Muhammadiyah Yogyakarta, rumah sakit swasta Islam milik Pimpinan Pusat Muhammadiyah, semakin bersaing dengan rumah sakit baru yang ada di Yogyakarta. Humas sebagai ujung tombak PKU, mampu menjalankan peran dalam rangka meningkatkan kepuasan pelanggan. Untuk itu peneliti ingin mengetahui bagaimana PKU dalam meningkatkan kepuasan pelanggan, dengan melihat bagaimana peran humas, proses manajemen humas dan pelayanan sebagai indikator dalam menilai kepuasan pelanggan. Metode yang digunakan dalam penelitian ini adalah metode penelitian kualitatif, dengan melakukan wawancara mendalam dan observasi partisipatif pasif sebagai sumber data primer penelitian, juga menggunakan teknik triangulasi sumber untuk menguji keabsahan data. Peran humas dalam meningkatkan kepuasan pelanggan terbagi kedalam dua peran yaitu peran teknisi dan manajerial. Dalam peran teknisi program yang humas lakukan meliputi pembuatan kliping mengenai berita tentang PKU dan mengelola leaflet, brosur serta poster. Dalam peran manajerial humas RS PKU Muhammadiyah telah melakukan peran baik sebagai expert prescriber, communication faclitator, maupun problem solving process facilitator. Melalui proses manajemen dibidang manajerial, humas mengadakan program seperti survey kepuasan pelanggan, menjalin kerjasama dengan berbagai instansi serta pedoman peneyelesaian masukan, keluhan, dan komplain. Dengan melihat peran humas, proses manajemen humas dan teori kepuasan, penulis dapat mengetahui peran humas dalam meningkatkan kepuasan pelanggan. Hasil yang diperoleh menyatakan bahwa dengan program humas yang diterapkan di PKU humas PKU berhasil menjalankan perannya dalam meningkatkan kepuasan pelanggan berdasarkan indikator pelayanan yang digunakan meliputi reliability, responsiveness, tangibility, emphaty dan assurance. Kata kunci : Peran humas, kepuasan pelanggan ABSTRACT RS PKU Muhammadiyah Yogyakarta, as a Islamic private hospitals belongs to Muhammadiyah Center, increasingly compete with the new hospital in Yogyakarta. PR as the spearhead of the PKU, able to exercise a role in order to increase customer satisfaction. Therefore researchers want to find out how PKU in increasing customer satisfaction, by looking at how the role of public relations, public relations management process and services as indicators in assessing customer satisfaction. The methods used in this research is qualitative research methods, with in-depth interviews and observations do participatory passive as the primary data source of research, also uses the technique of triangulation source to test the validity of the the data. The role of public relations in improving customer satisfaction are divided into two roles, namely the role of technicians and managerial. In the role of a public relations program technician do include the manufacture of clippings about news about PKU and manage your leaflets, brochures and posters. In the managerial role of publicist PKU Muhammadiyah has done a good role as expert prescriber faclitator, communication, and problem solving process facilitator. Through the process of managerial, specialized in the management of public relations conducts such surveys of customer satisfaction, partnership with various agencies and guidelines peneyelesaian feedback, complaints, and complaints. By looking at the role of public relations, public relations and management process theory of customer satisfaction, the writer can know the role of public relations in improving customer satisfaction. The results obtained with the program stated that publicist who applied in PKU publicist PKU successfully run its role in improving customer satisfaction based on the indicators used include the service reliability, responsiveness, tangibility, emphaty and assurance. Key words: the role of public relations, customer satisfaction
| Item Type: | Thesis (Other) |
|---|---|
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Social Sciences |
| Depositing User: | Sarimin Sarimin |
| Date Deposited: | 29 Jun 2018 01:28 |
| Last Modified: | 29 Jun 2018 01:28 |
| URI: | http://eprints.upnyk.ac.id/id/eprint/15508 |
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