Evaluasi kinerja kehumasan melalui strategi integrated marketing communications (imc) Di rumah sakit ortopedi prof. Dr. Soeharso Surakarta

The aims of this research are to study about the public relationship performance through Integrated Marketing Communications (IMC) strategies in Ortopedi Hospital at Surakarta. The main problems of this research are, how about the public relationship performance through Integrated Marketing Communications (IMC) in Ortopedi Hospital at Surakarta. Population of this research includes 592 people with 90 as samples, while the sampling technique used is purposive stratified sampling, data collected with questionnaire method to decide about Likert Scale scores. Analysis instruments used in this research is multiple regression with public relationship performance (Y) as dependent variable, and advertising variable (X1), selling promotion variable (X2), public relation variable (X3), personal selling variable (X4) and direct marketing variable (X5) as independent variables. Based from the research results, in known that public relation variable is the most dominant influences to the public relationship in Ortopedi Hospital at Surakarta, it evidence with the regression coefficient gained the most high score between the advertising, selling promotion, and direct marketing variables to the public relationship of Ortopedi Hospital at Surakarta. Advertising, selling promotion, public relation, personal selling and direct marketing variables has able to explain the public relationship of Ortopedi Hospital at Surakarta as 99%. Refers to those results, it might be suggested that: (1) Public relation department should to increase the strategy in Advertising, selling promotion, personal selling and direct marketing in order to maintain the vision and mission, and (2) The deeper study still needed to the causes factors for example, less intensive about the main service socialization, both printed and electrics media remains less optimized in service socialization in Ortopedi Hospital at Surakarta