Marketing Public Relations of X Yogyakarta Hospital in Increasing the Number of Home Care Service Users

Bambang Setyo Utomo; Hasna’ Titania Nabila; Mohammad Luthfi; Tubagus Novalul Barokah

doi:10.55927/fjmr.v5i9.71

Authors

Bambang Setyo Utomo University of Darussalam Gontor
Hasna’ Titania Nabila University of Darussalam Gontor
Mohammad Luthfi University of Darussalam Gontor
Tubagus Novalul Barokah University of Darussalam Gontor

DOI:

https://doi.org/10.55927/fjmr.v5i9.71

Keywords:

Marketing Public Relations, Three Ways Strategy (Push, Pull, Pass), Home Care Service

Abstract

The purpose of this study is to determine how the implementation of Marketing Public Relations (MPR) at Hospital X Yogyakarta increases the number of home care service users through a three ways strategy, which includes a push strategy, pull strategy, and pass strategy. This study uses a qualitative approach with a descriptive type. The research subjects consisted of public relations, marketing, and home care nurses at Hospital X Yogyakarta who were selected using purposive sampling. Data collection techniques were conducted through semi-structured interviews, observation, and documentation. Based on the results of the study, it was found that the implementation of MPR at Hospital X Yogyakarta in increasing the number of home care service users was predominantly within the framework of a pull strategy. This strategy is realized through demonstrations, publications, product placement, and media events that focus on providing information, service experiences, and building patient trust without aggressive promotion.

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