Strategi Brand Image Berbasis Diferensiasi Untuk Meningkatkan Pasien Non-BPJS pada Sebuah Rumah Sakit Swasta Di Jember

Susanto, Annisa Camalia Anjani (2026) Strategi Brand Image Berbasis Diferensiasi Untuk Meningkatkan Pasien Non-BPJS pada Sebuah Rumah Sakit Swasta Di Jember. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Komitmen global untuk memastikan setiap individu memperoleh akses layanan kesehatan tanpa mengalami kesulitan finansial merupakan visi Universal Health Coverage (UHC). Tujuan tersebut diwujudkan Indonesia melalui program Badan Penyelenggara Jaminan Sosial (BPJS). Walau berperan penting dalam memperluas akses kesehatan, berbagai penelitian terdahulu, feedback pasien, dan percakapan di ruang digital menunjukkan bahwa BPJS dinilai kurang memuaskan oleh sebagian penggunanya. Persepsi tersebut melekat pada fasilitas kesehatan yang melayani pasien BPJS dalam jumlah besar, seperti Rumah Sakit Swasta X di Jember. Layanan non-BPJS menjadi penting untuk keberlanjutan institusi, namun sentimen yang melekat dapat mengaburkan diferensiasi layanan yang dimiliki rumah sakit di benak masyarakat. Permasalahan membutuhkan pendekatan kualitatif karena brand image merupakan konstruksi persepsi yang perlu dipahami secara alasan dan pemaknaan mendalam. Penelitian menggunakan kerangka Double Diamond Design Thinking. Pada tahap Discover, peneliti melakukan power-interest mapping dan in-depth interview kepada stakeholder internal. Tahap Define menggunakan thematic analysis untuk mengidentifikasi masalah spesifik yang memengaruhi pengelolaan brand image. Selanjutnya, tahap Develop merumuskan strategi melalui identifikasi segmentasi, penyusunan Points-of-Parity (POP) dan Points-of-Difference (POD), desired brand image, serta implementasi Marketing 7P. Tahap Deliver melakukan triangulasi sumber data dan validasi kepada stakeholder terkait untuk memastikan konsistensi temuan. Penelitian menghasilkan applied research berupa kerangka strategi berbasis diferensiasi yang dapat digunakan sebagai dasar pengambilan keputusan manajerial untuk mendukung pengembangan dan peningkatan penggunaan layanan non-BPJS dalam lingkup strategic brand management.
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Ensuring that every individual can access healthcare services without experiencing financial hardship is the core vision of Universal Health Coverage (UHC). In Indonesia, this vision is implemented through the Social Security Administering Agency for Health (BPJS Kesehatan). Despite its significant role in expanding healthcare access, prior studies, patient feedback, and discussions in digital spaces indicate the presence of recurring complaints and service experiences perceived as unsatisfactory by some BPJS users. These perceptions may extend beyond the BPJS system itself and become associated with healthcare facilities that serve a large proportion of BPJS patients, including Private Hospital X in Jember. For private hospitals, non-BPJS facility and services plays an important role in sustaining organizational performance. However, public sentiments surrounding BPJS may influence brand image and obscure the hospital’s unique differentiation in the minds of consumers. This problem requires a qualitative approach because brand strategy is shaped by perceptions and underlying meanings.This study employed the Double Diamond Design Thinking framework. During the Discover stage, power-interest mapping and in-depth interviews were conducted with internal stakeholders. The Define stage applied thematic analysis to identify specific issues affecting brand image management. Subsequently, the Develop stage formulated strategic recommendations through segmentation identification, the development of Points-of-Parity (POP) and Points-of-Difference (POD), desired brand image, and Marketing 7P implementation. The Deliver stage involved data source triangulation and stakeholder validation to ensure the consistency of findings. This study produced an applied strategic framework based on differentiation that can support managerial decision-making for the development and increased utilization of non-BPJS services within the scope of Strategic Brand Management.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Brand Image, Rumah Sakit swasta, Design Thinking, Kualitatif, Private Hospital, Qualitative
Subjects:	H Social Sciences > H Social Sciences (General) > H61.4 Forecasting in the social sciences R Medicine > RZ Other systems of medicine
Divisions:	Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT)
Depositing User:	Annisa Camalia Anjani Susanto
Date Deposited:	11 Jul 2026 02:47
Last Modified:	11 Jul 2026 02:47
URI:	http://repository.its.ac.id/id/eprint/134145

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