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UNIVERSITAS INDONESIA

ANALISIS EFEKTIFITAS IKLAN MRI BRAIN


DI RS PREMIER JATINEGARA DENGAN MENGGUNAKAN
CONSUMER DECISION MODEL

TESIS

PUTU AYU ANGGIRA PRATAMI


0906591360

FAKULTAS KESEHATAN MASYARAKAT


PROGRAM PASCA SARJANA
PROGRAM STUDI KAJIAN ADMINISTRASI RUMAH SAKIT
DEPOK
JUNI 2011

HALAMAN PERNYATAAN ORISINALITAS

Tesis ini adalah karya saya sendiri,


dan semua sumber, baik yang dikutip maupun dirujuk,
telah saya nyatakan dengan benar.

Nama

: Putu Ayu Anggira Pratami

NPM

: 0906591360

Tanda Tangan

Tanggal

: 22 Juni 2011

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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

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Daftar Pustaka : 93 (1989-2011)

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

Latar Belakang ................................................................................1

1.2

Perumusan Masalah .........................................................................6

1.3

Pertanyaan Penelitian ......................................................................7

1.4

Tujuan Penelitian .............................................................................7

1.4.1 Tujuan Umum ..................................................................................7


1.4.2 Tujuan Khusus .................................................................................7
1.5

Manfaat Penelitian ...........................................................................8

1.5.1 Bagi Rumah Sakit Premier Jatinegara .............................................8


1.5.2 Bagi Institusi Pendidikan ................................................................8
1.5.3 Bagi Peneliti ....................................................................................8
1.6

Ruang Lingkup Penelitian ...............................................................8

BAB II TINJAUAN PUSTAKA ........................................................................9


2.1

Periklanan ........................................................................................9

2.1.1 Definisi Periklanan ..........................................................................9


2.1.2 Jenis-Jenis Iklan ..............................................................................10
2.1.3 Sifat-Sifat Iklan ...............................................................................11
2.1.4 Tujuan Iklan ....................................................................................12
2.1.5 Menentukan Anggaran Iklan ...........................................................12

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2.1.6 Evaluasi Efektifitas Iklan ................................................................13


2.1.7 Etika Promosi Rumah Sakit ............................................................22
2.2

MRI (Magnetic Resonance Imaging) ..............................................26

2.2.1 Pemeriksaan MRI ............................................................................26


2.2.2 Jenis-Jenis MRI ...............................................................................27
2.2.3 Prinsip Dasar MRI ...........................................................................28
2.2.4 Kelebihan MRI ................................................................................29
2.3

Structural Equation Modeling..........................................................29

BAB III PROFIL RUMAH SAKIT ..................................................................31


3.1

Sejarah Perkembangan RS Premier Jatinegara ...............................31

3.2

Visi, Misi, Tujuan, Falsafah, Nilai Perusahaan (Ramsay Way)


dan Nilai Perusahaan RS Premier Jatinegara ..................................32

3.3

Sumber Daya Manusia RS Premier Jatinegara ...............................33

3.4

Fasilitas RS Premier Jatinegara .......................................................34

3.5

Pelayanan RS Premier Jatinegara ....................................................36

BAB IV KERANGKA KONSEPTUAL ............................................................44


4.1

Kerangka Teori ................................................................................44

4.2

Kerangka Konsep Penelitian ...........................................................45

4.3

Hipotesis Penelitian .........................................................................47

4.4

Definisi Operasional ........................................................................48

BAB V METODOLOGI PENELITIAN ...........................................................50


5.1

Desain Penelitian .............................................................................50

5.2

Lokasi dan Waktu Penelitian ...........................................................50

5.3

Jenis dan Sumber Data ....................................................................50

5.4

Metode Pengumpulan Data .............................................................50

5.5

Unit Analisis, Populasi, dan Sampel ...............................................51

5.5.1 Unit Analisis ....................................................................................51


5.5.2 Populasi ...........................................................................................51
5.5.3 Sampel .............................................................................................51

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5.6

Metode Pengolahan dan Analisis Data ............................................52

5.7

Pembatasan Penelitian .....................................................................60

BAB VI HASIL PENELITIAN .........................................................................56


6.1

Keterbatasan Penelitian ...................................................................56

6.2

Uji Validitas dan Reliabilitas............................................................56

6.2.1 Uji Validitas .....................................................................................61


6.2.1.1 Uji Validitas Variabel Pesan Iklan ...................................................62
6.2.1.2 Uji Validitas Variabel Pengenalan Produk ......................................62
6.2.1.3 Uji Validitas Variabel Kepercayaan Konsumen ..............................63
6.2.1.4 Uji Validitas Variabel Sikap Konsumen ..........................................63
6.2.1.5 Uji Validitas Variabel Niat Beli .......................................................64
6.2.2 Uji Reliabilitas ................................................................................64
6.3

Karakteristik Responden .................................................................65

6.3.1 Deskripsi Responden Berdasarkan Jenis Kelamin ..........................65


6.3.2 Deskripsi Responden Berdasarkan Umur .......................................66
6.3.3 Deskripsi Responden Berdasarkan Pekerjaan .................................66
6.3.4 Deskripsi Responden Berdasarkan Pendidikan ...............................67
6.4

Analisis Univariat ............................................................................67

6.5

Analisis Jalur dengan Pendekatan Structural Equation Modeling70

6.5.1 Analisa Faktor Konfirmatori (Confirmatory Factor Analysis) .......70


6.5.1.1 Uji Kesesuaian Model .....................................................................71
6.5.1.2 Uji Bobot Faktor .............................................................................71
6.5.2 Analisis Full Structural Equation Modeling ...................................73
6.6

Uji Hipotesis ....................................................................................75

BAB VII PEMBAHASAN .................................................................................80


7.1

Karakteristik Responden .................................................................80

7.2

Analisis Univariat ............................................................................80

7.3

Analisis Jalur dengan pendekatan Structural Equation Modeling


(SEM) .............................................................................................82

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BAB VIII KESIMPULAN DAN SARAN ........................................................91


8.1

Kesimpulan .....................................................................................91

8.2

Saran ................................................................................................91

8.2.1 Untuk RS Premier Jatinegara ..........................................................91


8.2.2 Untuk Penelitian Selanjutnya ..........................................................92
DAFTAR PUSTAKA ..........................................................................................93
LAMPIRAN

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DAFTAR TABEL
Tabel 1.1

: Jenis Periklanan di RS Premier Jatinegara pada Tahun 2010 .......4

Tabel 3.1

: Distribusi Jumlah Dokter berdasarkan Spesialisasi di Poli


Rawat Jalan RS Premier Jatinegara pada bulan Desember
tahun 2011 .....................................................................................37

Tabel 3.2

: Distribusi Jumlah Tempat Tidur berdasarkan Klasifikasi


Perawatan di Poli Rawat Inap RS Premier Jatinegara pada
tahun 2010 .....................................................................................38

Tabel 3.3

: Paket Medical Check Up di RS Premier Jatinegara


bulan Mei 2011 .............................................................................41

Tabel 4.1

: Variabel yang Digunakan dalam Penelitian ..................................45

Tabel 4.2

: Definisi Operasional Variabel Penelitian ......................................48

Tabel 5.1

: Kriteria Pengukuran Tingkat Kesesuaian


(goodness-of-fit model) ................................................................59

Tabel 6.1

: Hasil Pengujian Validitas Variabel Pesan Iklan..............................62

Tabel 6.2

: Hasil Pengujian Validitas Variabel Pengenalan Produk.................63

Tabel 6.3

: Hasil Pengujian Validitas Variabel Kepercayaan Konsumen.........63

Tabel 6.4

: Hasil Pengujian Validitas Variabel Sikap Konsumen ....................64

Tabel 6.5

: Hasil Pengujian Validitas Variabel Niat Beli..................................64

Tabel 6.6

: Hasil Pengujian Reliabilitas Seluruh Variabel ..............................65

Tabel 6.7

: Distribusi Jenis Kelamin Responden.............................................65

Tabel 6.8

: Distribusi Umur Responden...........................................................66

Tabel 6.9

: Distribusi Pekerjaan Responden....................................................66

Tabel 6.10

: Distribusi Pendidikan Responden..................................................67

Tabel 6.11

: Distribusi Tanggapan Responden ..................................................68

Tabel 6.12

: Distribusi Frekuensi Tanggapan Responden menurut Kategori ....70

Tabel 6.13

: Hasil Pengukuran Tingkat Kesesuaian (Goodness-of-fit-model) . .71

Tabel 6.14

: Hasil Pengukuran Bobot Faktor ....................................................72

Tabel 6.15

: Hubungan Antar Variabel ..............................................................74

Tabel 6.16

: Hasil Pengujian Analisis Path untuk Variabel yang

Berhubungan Langsung ................................................................75


Tabel 6.17

: Hasil Pengujian Analisis Path untuk Variabel yang Berhubungan


Tidak Langsung ............................................................................77

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DAFTAR GRAFIK
Grafik 1.1

: Distribusi Jumlah Pasien Rawat Inap dan Rawat Jalan di


RS Premier Jatinegara pada tahun 2005-2009 ..............................3

Grafik 1.2

: Distribusi Jumlah Tindakan MRI Rawat Jalan di


RS Premier Jatinegara pada bulan Januari-Desember 2010 ..........5

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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

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