INDAH MAYA CORNELLYA (2017) STRATEGI KOMUNIKASI PEMASARAN RUMAH SAKIT UMUM QUEEN LATIFA YOGYAKARTA DALAM MEMPERLUAS PASAR TAHUN 2016. S1 thesis, Universitas Muhammadiyah Yogyakarta.

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Official URL: http://repository.umy.ac.id/handle/123456789/16015

Abstract

Business service competition in hospital was tighter to make the doer of business service thought about strategy to maximize their market especially for business service which was focused on low business service loved by society. This research analyzed the strategy of communication in RSU marketing Queen Latifa. In this context, this research would discuss how the hospital could widen the market in 2016 and how the implementation of the communication activity in RSU Queen Latifa. The theory used in this research was marketing communication, communication of marketing strategy, promotion, and widening marketing. The research method of this research was descriptive study and qualitative research. The setting of this research was at RSU Queen Latifa Jln. Ringroad Barat, No.118 Mlangi, Nogotirto, Gamping, Sleman, Yogyakarta. The participants of this research were people who have responsibility and authority in marketing communication who consisted of Director II , The head of public relation and marketing, staff of public relation, staff of marketing, staff of widening area, and staff of health promotion. The method to collect the data, this research used interview, observation, and documentation. The technique to analyze the data, this research used validity test which triangulation source was used. The result of this research was the communication strategy in RSU Queen Lativa held to widen the market in 2016, the hospital promoted and showed the character of the hospital. Then the hospital implements the activity of marketing communication by using concept of promotion such us advertising, personal selling, sales promotion, public relation, and direct marketing.

Dosen Pembimbing: UNSPECIFIED | UNSPECIFIED
Item Type: Thesis (S1)
Uncontrolled Keywords: STRATEGI KOMUNIKASI PEMASARAN; PEMASARAN RUMAH SAKIT UMUM; PERLUASAN PASAR
Divisions: Fakultas Ilmu Sosial dan Politik > S1 Ilmu Komunikasi
Depositing User: Unnamed user with email Admin Perpustakaan 4
Last Modified: 09 Oct 2025 02:48
URI: https://etd.umy.ac.id/id/eprint/57933

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