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TESIS
Nama
NPM
: 0906591360
Tanda Tangan
Tanggal
: 22 Juni 2011
ii
UNIVERSITAS INDONESIA
KAJIAN ADMINISTRASI RUMAH SAKIT
FAKULTAS KESEHATAN MASYARAKAT
Tesis, 22 Desember 2011
Putu Ayu Anggira Pratami
Analisis Efektifitas Iklan MRI Brain di RS Premier Jatinegara dengan
Menggunakan Consumer Decision Model
Abstrak
Kegiatan promosi rumah sakit merupakan kegiatan pemasaran yang
ditujukan untuk mendorong masyarakat agar produk itu dikenal dan dibeli.
Diantara alat promosi pemasaran, periklanan dipercaya sebagai pilihan tepat bagi
produsen yang menghasilkan consumer goods dengan frekuensi penggunaan
tinggi. Perkembangan dunia periklanan pada saat ini semakin pesat membuat
perusahaan harus selektif dalam membuat iklan yang paling efektif untuk
mendukung penjualannya .
Tujuan dari penelitian ini adalah menganalisis efektifitas iklan MRI Brain
RS Premier Jatinegara dipandang dari consumer decision model. Variabel-variabel
yang digunakan dalam penelitian ini yaitu variabel pesan iklan, pengenalan
produk, sikap konsumen, kepercayaan konsumen, dan niat beli. Penelitian ini
menggunakan pendekatan kuantitatif dengan analisis jalur menggunakan model
persamaan terstruktur (structural equation modeling/SEM) terhadap 150
responden.
Hasil penelitian memperlihatkan adanya hubungan yang signifikan antar
variabel-variabel dalam Consumer Decision Model. Sehingga dapat disimpulkan
bahwa pesan iklan MRI Brain telah efektif karena dapat mempengaruhi niat beli
melalui variabel pengenalan produk, sikap konsumen, dan kepercayaan
konsumen.
Kata Kunci :
Iklan, Pemasaran, MRI Brain, Consumer Decision Model
iii
iv
UNIVERSITY OF INDONESIA
STUDY OF HOSPITAL ADMINISTRATION
FACULTY OF PUBLIC HEALTH
Thesis, June 22, 2011
Putu Ayu Anggira Pratami
Analysis of MRI Brain Advertisement Effectiveness at RS Premier Jatinegara by
using Consumer Decision Model
Abstract
Hospital promotion is a marketing activity aimed to encouraging people to
know and bought the product. Among the promotional tools of marketing,
advertising is believed to be the right choice for companies who produce
consumer goods with a high frequency of use. The development of the advertising
in the world more rapidly at this time, the company must be selective in making
the most effective advertising to support sales.
The aim of this study is to analyze the effectiveness of MRI Brain ads at
Premier Jatinegara Hospital viewed from the consumer decision model. The
variables used in this research which are ads information, product recognition,
consumer attitude, consumer confidence, and purchase intention. This study used
a quantitative approach with path analysis using structural equation modeling
(SEM) method toward 150 respondents.
The result shows that there is significant relationship between variables
directly and indirectly. It can be concluded that MRI Bain ads have been effective
to affect the purchase intention through product recognition variable, consumer
attitude, and consumer confidence.
Key Words :
Advertisement, Marketing, MRI Brain, Consumer Decision Model
Bibliography : 93 (1989-2011)
DAFTAR ISI
HALAMAN JUDUL ...........................................................................................i
HALAMAN PERNYATAAN ORISINALITAS ...............................................ii
ABSTRAK ...........................................................................................................iii
ABSTRACT.........................................................................................................iv
DAFTAR ISI .......................................................................................................v
DAFTAR TABEL ................................................................................................ix
DAFTAR GRAFIK .............................................................................................xi
DAFTAR GAMBAR ...........................................................................................xii
BAB I PENDAHULUAN .................................................................................1
1.1
1.2
1.3
1.4
Periklanan ........................................................................................9
vi
3.2
3.3
3.4
3.5
4.2
4.3
4.4
5.2
5.3
5.4
5.5
vii
5.6
5.7
6.2
6.5
7.2
7.3
viii
Kesimpulan .....................................................................................91
8.2
Saran ................................................................................................91
ix
DAFTAR TABEL
Tabel 1.1
Tabel 3.1
Tabel 3.2
Tabel 3.3
Tabel 4.1
Tabel 4.2
Tabel 5.1
Tabel 6.1
Tabel 6.2
Tabel 6.3
Tabel 6.4
Tabel 6.5
Tabel 6.6
Tabel 6.7
Tabel 6.8
Tabel 6.9
Tabel 6.10
Tabel 6.11
Tabel 6.12
Tabel 6.13
Tabel 6.14
Tabel 6.15
Tabel 6.16
xi
DAFTAR GRAFIK
Grafik 1.1
Grafik 1.2
xii
DAFTAR GAMBAR
Gambar 2.1 : Alat MRI .......................................................................................27
Gambar 2.2 : Contoh Hasil Pemeriksaan MRI ....................................................27
Gambar 4.1 : Model Penelitian Consumer Decision Model ...............................44
Gambar 4.1 : Kerangka Konsep Penelitian .........................................................45
Gambar 6.1 : Hasil Analisis Full Structural Consumer Decision Model ............73
xiii