Analisis Kualitas Layanan Telkomedika Dan Brand Image Terhadap Keputusan Pembelian

Muhammad Muhazir, Harrie Lutfie

Abstract

Abstrak Lesmanawati (2017), menyebutkan bahwa kualitas pada pasien BPJS dan Pasien Umum berbayar di beberapa klinik di Bandung secara partial berpengaruh signifikan terhadap kepuasan sebesar 66 %, sedangkan secara simultan hanya variabel kehandalan dan jaminan yang berpengaruh dominan terhadap kepuasan pasien. kualitas layanan berpengaruh secara signifikan terhadap kepercayaan melalui kepuasan pasien sebesar 69 % di klinik di Bandung. TelkoMedika sebagai penyedia sarana kesehatan (Provider) dapat memberikan kebutuhan pelayanan kesehatan melalui unit usaha Telemedika Health Center (Klinik) yang didukung dengan fasilitas eLABS (Laboratorium), Telemedika Farma (Apotek) dan Telemedika Optikal (Optik) bagi korporasi, asuransi, termasuk di dalamnya BPJS Kesehatan dan mitra provider lainnya dalam bentuk sinergi secara win- win partnership serta retail sebagai walk in customer. Disamping itu TelkoMedika, bekerjasama dengan provider penyedia layanan kesehatan seperti Rumah Sakit, Klinik khusus, Balai-balai Pengobatan, Laboratorium sebagai MITRA dalam memudahkan pelayanan kesehatan, Dalam http://telkomedika.co.id/. Penelitian ini bertujuan untuk mengetahui analisis kualitas layanan TelkoMedika dan brand image terhadap keputusan pembelian. Penelitian ini menggunakan tipe penelitian analisis kuantitatif deskriptif, dengan populasi pelanggan Klinik TelkoMedika Bandung, jumlah sampel yang digunakan 100 respoden, dan metode pengumpulan data adalah menggunakan questionnaire nonprobability sampling dan purposive sampling. Hasil dari penelitian ini adalah kualitas layanan pada keputusan pembelian tergolong pada kategori baik berdasarkan analisis deskriptif yaitu sebesar 81,2 %. Hal ini menyatakan kualitas layanan yang dimiliki Klinik TelkoMedika baik dan diminati. Hasil analisis deskriptif mengenai brand Image dalam penga,bilan keputsan baik yaitu sebesar 70,03%.Dari hasil pengolahan data, diketahui bahwa variabel kualitas layanan dan brand image memiliki pengaruh positif dan signifikan terhadap keputsan pembelian TelkoMedika. Untuk hasil analisis regresi linear berganda variabel kualitas layanan (X1) sebesar 0,255 dan Brand Image (X2) sebesar 0,629 dan t tabel 2.058 (X1) dan 4.999 (X2) dengan nilai signifikansi dibawah 0,05 (0,00<0,05) dikarenakan nilai thitung>ttabel, maka H0 diterima, artinya kualitas layanan (X1) dan brand image (X2) secara parsial berpengaruh signifikan terhadap keputusan pembelian berobat di klinik TelkoMedika (Y) . pengaruh kualitas layanan dan brand image terhadapa keputusan pembelian sebesar 66,5% sedangkan sisanya 33,5% dijelaskan oleh variabel lain yang tidak diteliti dalam penelitian ini.

Kata kunci : Kualitas Layanan, Brand Image, Keputusan Pembelian

Abstract
Lesmanawati (2017) states that the quality of paid BPJS and General Patient patients in several clinics in Bandung partially has a significant effect on satisfaction by 66%, while simultaneously only reliability and assurance variables have a dominant influence on patient satisfaction. service quality significantly influences trust through patient satisfaction by 69% in clinics in Bandung. TelkoMedika as a health facility provider (Provider) can provide health service needs through the Telemedicine Health Center (Clinic) business unit which is supported by eLABS (Laboratory) facilities, Farma Telemedicine (Pharmacy) and Optical Telemedicine (Optics) for corporations, insurance, including BPJS Kesehatan and other provider partners in the form of win-win partnership and retail synergies as walk-in customers. Besides that, TelkoMedika, in collaboration with health service providers such as Hospitals, Special Clinics, Medical Centers, Laboratories as PARTNERS in facilitating health services, In http://telkomedika.co.id/. This study aims to determine the quality analysis of TelkoMedika services and brand image on purchasing decisions. This study uses descriptive quantitative analysis research type, with a population of Bandung TelkoMedika Clinic customers, the number of samples used is 100 respondents, and the data collection method is using a nonprobability sampling questionnaire and purposive sampling. The results of this study are that service quality in purchasing decisions belongs to the good category based on descriptive analysis that is equal to 81.2%. This states the quality of services that the TelkoMedika Clinic has is good and in demand. Descriptive analysis results about brand image in the application, good decision number is 70.03%. From the results of data processing, it is known that service quality and brand
ISSN : 2442-5826 e-Proceeding of Applied Science : Vol.4, No.3 Desember 2018 | Page 858



image variables have a positive and significant influence on TelkoMedika purchase decisions. For the results of multiple linear regression analysis, service quality variable (X1) is 0.255 and Brand Image (X2) is 0.629 and t table is 2.058 (X1) and 4.999 (X2) with a significance value below 0.05 (0.00 <0.05) because the value of t count> t table, then H0 is accepted, meaning that the quality of service (X1) and brand image (X2) partially have a significant effect on purchasing decisions for treatment at the TelkoMedika (Y) clinic. the influence of service quality and brand image on purchasing decisions is 66.5% while the remaining 33.5% is explained by other variables not examined in this study.

Keywords: Service Quality, Brand Image, Purchase Decisio

Full Text:

PDF

Refbacks

  • There are currently no refbacks.
max_upload :0