PENGARUH MARKETING PUBLIC RELATIONS DAN KUALITAS PELAYANAN TERHADAP CITRA RUMAH SAKIT SARI MULIA BANJARMASIN

Norrahmiati .

PENGARUH MARKETING PUBLIC RELATIONS DAN KUALITAS PELAYANAN TERHADAP CITRA RUMAH SAKIT SARI MULIA BANJARMASIN

Norrahmiati .

Abstract

This research was conducted with the aim of testing and analyzing the effect of marketing public relations and service quality on the image of Sari Mulia Hospital Banjarmasin. This research uses explanatory research type. Types of data use qualitative and quantitative data, while data sources use primary data through questionnaires and secondary data. The population in this study were patients at Sari Mulia Hospital, Banjarmasin. The sample in this study were 100 patients at Sari Mulia Hospital Banjarmasin. The sampling technique used was purposive sampling. Data collection techniques by means of observation, questionnaires, interviews and literature. The validity of the data was tested by using the validity and reliability test. The data analysis technique used multiple linear regression models. The results of the analysis show that partially, marketing public relations and service quality have a positive and significant influence on the image of Sari Mulia Hospital Banjarmasin. Simultaneously, marketing public relations and service quality have a positive and significant influence on the image of Sari Mulia Hospital Banjarmasin. Marketing public relations is a variable that gives a greater contribution to the image of Sari Mulia Hospital in Banjarmasin when compared to the quality of service.

Keywords

Marketing Public Relations, Service Quality, Hospital Image

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