Analisis SWOT Dalam Menentukan Strategi Pemasaran Guna Meningkatkan Kepuasan Pasien Rs Belleza Kedaton

Abstract

High competition between hospitals makes companies compete to increase patient satisfaction so that they do not move to other hospitals. Because of this, efforts to maintain patient satisfaction and loyalty are important things that hospitals must always do. This research aims to assess and analyze whether the marketing strategies implemented by Belleza Kedaton Hospital can increase competitiveness. This type of research is descriptive qualitative. The population in this study was the owner and employees of Belleza Kedaton Hospital with the positions of unit head to director, totaling 8 respondents using saturated sampling, namely a sample determination technique when all members of the population are used as samples. The data collection technique was carried out by conducting interviews and questionnaires. Meanwhile, the technical data analysis used is SWOT analysis (Strengths, Weaknesses, Opportunities and Threats) and uses IFAS and EFAS tables. Based on the results of this research, it shows that the company is in the first quadrant, namely supporting a growth strategy. This result is very profitable for the company in increasing its competitiveness because it supports aggressive growth (growth oriented strategy).