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Abstract

RSUD Anugerah Sehat Afiat (ASA) Depok faces challenges in enhancing service utilization and competitiveness as a public hospital in the increasingly competitive healthcare environment of eastern Depok City. This study aimed to identify factors influencing community preferences in hospital selection and to determine appropriate positioning strategies for RSUD ASA. A mixed-methods case study design was employed. Quantitative data were collected from 132 respondents aged over 25 years who had visited four hospitals included in the study, using structured questionnaires. Qualitative data were obtained through in-depth interviews with eight key informants representing RSUD ASA management. Data analysis was based on five dimensions: availability, affordability, accessibility, accommodation, and acceptability. The results showed that acceptability was the most dominant factor influencing hospital preference (p-value < 0.001), followed by accessibility (p-value = 0.007) and availability (p-value = 0.026). In contrast, affordability and accommodation were not significantly associated with community preference. Qualitative findings supported these results, indicating that patient trust, hospital reputation, service readiness, and ease of access were perceived as the main determinants of hospital choice. These findings suggest that community preference is driven primarily by perceived service value rather than cost or physical facilities. Therefore, positioning RSUD ASA as the community’s primary hospital should focus on strengthening service quality, trust, accessibility, and hospital image through a value-based strategic approach.

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Bahasa Abstract

RSUD Anugerah Sehat Afiat (ASA) Depok menghadapi tantangan dalam meningkatkan pemanfaatan layanan dan daya saing sebagai rumah sakit publik di lingkungan pelayanan kesehatan yang kompetitif di wilayah Timur Kota Depok. Penelitian ini bertujuan untuk mengidentifikasi faktor-faktor yang memengaruhi preferensi masyarakat dalam pemilihan rumah sakit serta menentukan strategi penentuan posisi yang tepat bagi RSUD ASA. Studi ini menggunakan desain studi kasus dengan pendekatan metode campuran. Data kuantitatif dikumpulkan dari 132 responden berusia di atas 25 tahun yang pernah berkunjung ke empat rumah sakit yang termasuk dalam lokasi penelitian dan menggunakan kuesioner terstruktur. Data kualitatif diperoleh melalui wawancara mendalam dengan delapan informan yang mewakili manajemen RSUD ASA. Analisis data didasarkan pada lima dimensi, yaitu ketersediaan, keterjangkauan biaya, aksesibilitas, akomodasi, dan akseptabilitas. Hasil penelitian menunjukkan bahwa akseptabilitas merupakan faktor paling dominan yang memengaruhi preferensi pemilihan rumah sakit (p-value < 0,001), diikuti oleh aksesibilitas (p-value = 0,007) dan ketersediaan layanan (p-value = 0,026). Sebaliknya, keterjangkauan biaya dan akomodasi tidak menunjukkan hubungan yang signifikan dengan preferensi masyarakat. Hasil studi kualitatif juga mendukung hasil tersebut, yang menunjukkan bahwa kepercayaan pasien, reputasi rumah sakit, kesiapan layanan, dan kemudahan akses dianggap sebagai penentu dalam pemilihan rumah sakit. Temuan ini menunjukkan bahwa preferensi masyarakat lebih banyak dipengaruhi oleh persepsi nilai layanan dibandingkan oleh biaya atau fasilitas fisik semata. Oleh karena itu, penentuan posisi RSUD ASA sebagai rumah sakit pilihan utama masyarakat perlu difokuskan pada penguatan kualitas layanan, kepercayaan, aksesibilitas, dan citra rumah sakit melalui pendekatan strategis yang berorientasi pada kebutuhan dan preferensi masyarakat.

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