Priliagita, Ega (2021) Proses Manajemen Public Relations dalam Menumbuhkan Loyalitas Pasien di RS. Orthopedi dan Traumatologi Surabaya. Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
Setiap rumah sakit memiliki perencanaan dan pengelolaan manejemen dalam rangka menumbuhkan loyalitas para pasiennya serta terdapat peran Public Relations di dalamnya. Begitu juga RS. Orthopedi dan Traumatologi Surabaya, rumah sakit spesialisasi tulang dan traumatologi yang telah berdiri selama 10 tahun. Oleh karena itu penulis tertarik untuk menggunakan penelitian dengan judul “Proses Manajemen Public Relations Dalam Menumbuhkan Loyalitas Pasien di RS.Orthopedi dan Traumatologi Surabaya”. Permasalahan dalam penelitian ini adalah bagaimana proses manajamen Public Relations dalam meningkatkan tingkat loyalitas para pasiennya sehingga penelitian ini bertujuan untuk mengetahui bagaimana proses manajemen Public Relations dalam meningkatkan loyalitas pasien di RS. Orthopedi dan Traumatologi Surabaya. Untuk mendukung penelitian ini, penulis menggunakan konsep proses manajemen Public Relations milik Cutlip, Center, Allen, & Broom. Penelitian ini menggunakan jenis penelitian deskriptif kualitatif dengan menggunakan metode penelitian studi kasus. Teknik pengumpulan data yang digunakan adalah wawancara mendalam, observasi, dan dokumentasi. Peneliti melakukan reduksi data, penyajian data, dan penarikan kesimpulan serta verifikasi pada teknik analisis data. Hasil penelitian ini adalah RS. Orthopedi dan Traumatologi Surabaya memenuhi 4 konsep proses manajemen Public Relations: fact finding, planning, communication, evaluating ketika melakukan aktivitas Public Relations dalam menumbuhkan loyalitas pasiennya. Public Relations menggunakan proses empat langkah manajemen Public Relations yaitu mengidentifikasi permasalahan yang masuk ke dalam keluhan, melakukan survey pelanggan, menyusun program kerja, dan membuat rencana strategis rumah sakit, menggencarkan banyak promo dan melakukan kegiatan PR, dan melakukan evaluasi kegiatan rumah sakit. Kata Kunci: Manajemen Public Relations, Loyalitas, Rumah Sakit
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | Manajemen Public Relations, Loyalitas, Rumah Sakit |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HN Social history and conditions. Social problems. Social reform |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi |
| Depositing User: | 1151700134 Ega Priliagita |
| Date Deposited: | 07 Feb 2022 02:28 |
| Last Modified: | 18 Mar 2022 02:08 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/13622 |
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