Kekuatan Harga Dalam Membentuk Niat Berobat Ulang Di Rumah Sakit [The Power of Price in Forming an Intention to Return to a Hospital]

Waluyo Budi Atmoko, Nang Among Budiadi


From the perspective of consumer research, someone will continue to consume a service depending on the result of an appraisal that causes a satisfactory emotional response. This satisfaction is the base of an cognitive evaluation which forms the intent to repeat using a service in the future. Satisfaction is the result of an appraisal of the ability of the performance to fulfill the expectation of the service consumed. Therefore, satisfaction is a function of the discrepancy between expectation and performance. Consumers often use price as a quality clue. There is a correlation between perceived service quality and perceived price fairness that they influence satisfaction and form intention to repeat consuming a service. Research was conducted using a survey with a population of patients in a private hospital. Sample size was 200 respondents determined by purposive sampling techniques. Hypotheses were examined by the structural equation modelling method. The result of the research shows the following: there was a significant correlation between perceived service quality and perceived price fairness, perceived service quality was a significant influence in consumer satisfaction, and perceived price fairness has significant influence in revisit intention. 

BAHASA INDONESIA ABSTRAK:  Dalam perspektif perilaku konsumen, seseorang akan meneruskan untuk mengonsumsi sebuah jasa bergantung pada hasil penaksiran yang menimbulkan tanggapan emosional dalam bentuk kepuasan. Kepuasan ini menjadi dasar evaluasi kognitif terbentuknya niat untuk mengonsumsi ulang jasa di masa mendatang. Kepuasan merupakan hasil penaksiran bahwa kinerja mampu memenuhi harapan terhadap jasa yang dikonsumsi. Jadi kepuasan merupakan fungsi ketidak-sesuaian antara harapan dan kinerja. Konsumen seringkali menggunakan harga sebagai petunjuk kualitas. Ada korelasi antara kualitas pelayanan yang dipersepsikan dan kewajaran harga yang dipersepsikan yang berpengaruh pada kepuasan dan membentuk niat mengonsumsi ulang jasa. Penelitian dilakukan menggunakan desain survey, dengan populasi adalah pasien yang berobat di rumah sakit swasta. Sampel berukuran 200 responden ditentukan dengan teknik penyampelan purposive. Hipotesis penelitian diuji menggunakan metode Pemodelan persamaan struktural. Hasil penelitian menunjukkan bahwa ada korelasi signifikan antara kualitas pelayanan yang dipersepsikan dan kewajaran harga yang dipersepsikan, kualitas pelayanan yang dipersepsikan berpengaruh pada kepuasan konsumen, dan kewajaran harga yang dipersepsikan berpengaruh langsung pada niat berobat ulang. 


perceived service quality, perceived price fairness, customer satisfaction, revisit intention, kualitas pelayanan yang dipersepsikan, kewajaran harga yang dipersepsikan, kepuasan konsumen, niat berobat ulang



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