CITRA RUMAH SAKIT BALIMÉD DENPASAR

Abstract

Background: Hospital industry competition in Indonesia is
getting more intense. Identifying image position and positive
image building of new hospital become one of important
strategies in anticipating competitive situation and consumers’
characteristics that are getting more critical in the choice of
health service. Positive image building of hospitals encourage
patients to pay more for health services they get and helps to
decide purchase of the community.
Objective: To identify perception of patients and visitors about
image of BaliMéd Hospital Denpasar, and to identify effect of
respondent demography characteristics toward perception
about image of BaliMéd Hospital Denpasar.
Method: The study used cross sectional survey design with
quantitative as well as qualitative method as supplement.
Primary data were obtained through questionnaire distributed
to 200 patients and visitors as respondents at BaliMéd Hospital
Denpasar. Qualitative method was applied through in-depth
interview to 4 patients and 3 visitors of BaliMéd Hospital
Denpasar. Data were analyzed descriptively, using
independent t-test and U Mann – Whitney test followed by
multiple regression analysis to identify the effect of
respondents’ characteristics to perception about image of
BaliMéd Hospital Denpasar.
Result: Average perception of patients (150.12) about the
image of BaliMéd Hospital Denpasar showed positive image
whereas average perception of visitors (144.68) showed
neutral image. The result of independent t-test with p=0.003
(p<0.05) showed there was significant difference in perception
about the image of BaliMéd Hospital Denpasar between the
patients and the visitors. R=5.5% indicated low contribution of
effect of variables of education, income, and frequency of
health service utilization to perception about the image of
BaliMéd Hospital Denpasar. Only the variable of frequency of
health service utilization at regression coefficient 1.658 that
had significant effect p=0.016 (p<0.05) to perception about
hospital image.
Conclusion: Perception of patients about the image of BaliMéd
Hospital Denpasar was positive image but visitors had neutral
image. In general, patients and visitors had significant
difference in perception about the image of BaliMéd Hospital
Denpasar. Only the frequency of health service utilization that
had positive and significant effect to the image of BaliMéd
Hospital Denpasar. Education, income and frequency of health
service utilization all together did not have significant effect to
the process of perception building on the image of BaliMéd
Hospital Denpasar.
Keywords: image of hospital, perception