Pengaruh Internal Marketing dan Kualitas Pelayanan BPJS Kesehatan Terhadap Kinerja Melalui Kepuasan Dokter di RSUD Ulin Banjarmasin)

*Rismayanti Rismayanti  -  Mahasiswa Program Studi Magister Ilmu Kesehatan Masyarakat, Fakultas Kesehatan Masyarakat, Universitas Diponegoro, Semarang, Indonesia
Martha Irene Kartasurya  -  Fakultas Kesehatan Masyarakat, Universitas Diponegoro, Semarang, Indonesia
Nico L. Kana  -  , Indonesia
Published: 1 Apr 2016.
Open Access
Citation Format:
Abstract

Internal marketing dan kualitas pelayanan BPJS Kesehatan mempengaruhi kepuasan dokter yang selanjutnya menjadi faktor penentu kinerja dokter. Tujuan dari penelitian ini adalah mengalisis pengaruh internal marketing dan kualitas pelayanan BPJS Kesehatan terhadap kinerja dokter melalui kepuasan dokter di RSUD Ulin Banjarmasin. Jenis penelitian ini adalah analitik dengan desain cross sectional. Pengumpulan data dilakukan secara angket dengan menggunakan kuisioner terstruktur. Subjek penelitian adalah semua dokter spesialis penyakit anak, penyakit dalam,ilmu bedah serta kandungan dan kebidanan yang bertugas di RSUD Ulin Banjarmasin yang memenuhi kriteria inklusi sebanyak 52 orang. Analisis data dilakukan dengan korelasi Pearson dan regresi linear berganda. Hasil penelitian menunjukkan ada korelasi antara internal marketing dengan kepuasan dokter (r = 0,584, p = 0,000), antara kualitas pelayanan BPJS Kesehatan dan kepuasan dokter (r = 0,499, p = 0,001), antara kepuasan dokter dan kinerja dokter (r = 0,583, p = 0,0001). Hasil penelitian dengan analisis regresi linear berganda menunjukkan bahwa internal marketing dan kualitas pelayanan BPJS Kesehatan memiliki kontribusi pengaruh terhadap kepuasan dokter sebesar 44,6% sedangkan yang 55,4% dijelaskan faktor lain. Kepuasan dokter memiliki kontribusi pengaruh terhadap kinerja dokter sebesar 32,7% sedangkan yang 67,3% dijelaskan variabel lain diluar model. Disimpulkan bahwa internal marketing dan kualitas pelayanan berpengaruh terhadap kepuasan dokter yang selanjutnya berpengaruh terhadap kinerja dokter. Disarankan kepada BPJS Kesehatan untuk memperbaiki sistem pembiayaan INA-cbg’s dan melakukan sosialisasi peraturan dan perundangan dengan lebih baik.

 

Internal marketing and service quality BPJS are things that influence the level of satisfaction of doctors that becomes the deciding factor of doctor performance. The aim of this study is to find the influence of internal marketing and service quality performance of BPJS Kesehatan with doctor performance through doctor satisfaction at RSUD Ulin Banjarmasin. This type of research is analytic with cross sectional design. The research method was developed using a questionnaire based on the literature. The number of respondents who came from the science of internal medicine, pediatric, obstetrical and gynaecology, and surgery and met the inclusion criteria as many as 52 people were surveyed. Data was analyzed using Pearson correlation and multiple linear regression. The results showed correlation between internal marketing to the satisfaction of doctors (r = 0.584, p = 0.000), between service quality BPJS and satisfaction of doctors (r = 0.499, p = 0.001), between the satisfaction of doctors and the performance of doctors (r = 0.583, p = 0.0001). Results of research by multiple linear regression analysis showed that the internal marketing and service quality BPJS have contributed influence on physician satisfaction of 44.6% while 55.4% described other factors. Physician satisfaction have contributed influence on physician performance by 32.7% while 67.3% described other variables outside the model. It was concluded that internal marketing and service quality effect on doctors satisfaction which in turn affect the performance of doctors. Suggested to BPJS Health to improve the financing system INA-CBG’s and disseminate laws and regulations better.

Keywords: internal marketing ; kualitas pelayanan; kepuasan; Badan Pelaksana Jaminan Sosial Kesehatan; internal marketing; service quality; satisfaction

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