PENGARUH LOKASI DAN PERSEPSI HARGA TERHADAP KEPUTUSAN MENGGUNAKAN JASA RUMAH SAKIT PELABUHAN JAKARTA (Survei pada Pasien Klinik Spesialis Penyakit Dalam Rumah Sakit Pelabuhan Jakarta)

Abstract

ABSTRACT Raditya Handani, 2013; The Influence of Location and Price Perception towards Decision to Use Services of Rumah Sakit Pelabuhan Jakarta. Undergraduate Thesis: Jakarta, Concentration Of Marketing Management, Management Study Program, Department Of Management, Faculty Of Economics, State University Of Jakarta. Advisory Team: Setyo Ferry, SE., M.Si. & Agung Kresnamurti RP, ST., MM.. The purposes of this research are to describe about location, price perception, and purchasing decision and test the location and price perception variables that influence decision to use services of Rumah Sakit Pelabuhan Jakarta. This research used descriptive and explanatory methods. The unit analysist of this research are the inidividual patients in internal specialist clinic Rumah Sakit Pelabuhan Jakarta. Total sample of this research are 136 respondences while the analysis tools that are used in this research are SPSS 20.0. The result of this research shows: (1) location is significantly influencing the purchasing decision by 43,8%; (2) price perception is significantly influencing the purchasing decision by 33,8%; (3) simultaneously product location and price perception are significantly influencing the purchasing decision by 65,5%. The remaining 35,5% is influenced or explained by other variables that are not included in this research. Keywords: location, price perception, purchasing decision, Rumah Sakit Pelabuhan Jakart