Evaluasi kinerja kehumasan melalui strategi integrated marketingudcommunications (imc)udDi rumah sakit ortopedi prof. Dr. SoeharsoudSurakarta

摘要

The aims of this research are to study about the public relationshipudperformance through Integrated Marketing Communications (IMC) strategies inudOrtopedi Hospital at Surakarta.udThe main problems of this research are, how about the public relationshipudperformance through Integrated Marketing Communications (IMC) in OrtopediudHospital at Surakarta. Population of this research includes 592 people with 90 asudsamples, while the sampling technique used is purposive stratified sampling, dataudcollected with questionnaire method to decide about Likert Scale scores.udAnalysis instruments used in this research is multiple regression withudpublic relationship performance (Y) as dependent variable, and advertisingudvariable (X1), selling promotion variable (X2), public relation variable (X3),udpersonal selling variable (X4) and direct marketing variable (X5) as independentudvariables.udBased from the research results, in known that public relation variable isudthe most dominant influences to the public relationship in Ortopedi Hospital atudSurakarta, it evidence with the regression coefficient gained the most high scoreudbetween the advertising, selling promotion, and direct marketing variables to theudpublic relationship of Ortopedi Hospital at Surakarta. Advertising, sellingudpromotion, public relation, personal selling and direct marketing variables hasudable to explain the public relationship of Ortopedi Hospital at Surakarta as 99%.udRefers to those results, it might be suggested that: (1) Public relation departmentudshould to increase the strategy in Advertising, selling promotion, personal sellingudand direct marketing in order to maintain the vision and mission, and (2) Theuddeeper study still needed to the causes factors for example, less intensive aboutudthe main service socialization, both printed and electrics media remains lessudoptimized in service socialization in Ortopedi Hospital at Surakarta.