ANALISIS PENGARUH HARGA, PELAYANAN, ATMOSFER KENYAMANAN, KERAGAMAN PRODUK, DAN DESAIN RUMAH SAKIT TERHADAP KEPUTUSAN KONSUMEN ( STUDI DI RUMAH SAKIT BETHESDA YAKKUM YOGYAKARTA )

Abstract

The purpose of this study is to examine whether the variable price, service, atmosphere
convenience, product diversity and hospital design affect the consumer's decision in choosing
hospital services. The population in this study were outpatients at Bethesda YAKKUM Hospital Jl.
Jend. Sudirman No 70 Yogyakarta with a sample of 100 people. Data analysis tools use multiple
linear regression.
The results of the analysis show that the Variable Price (X1), Service Variable (X2),
Variable Atmosphere Atmosphere (X3), Product Variable Variable (X4) and Design Variable (X5)
have a positive influence on consumer decision (Y) YAKKUM Yogyakarta with coefficients with
each having T. Sig. Smaller than 0.05. The Design variable (X5) is the most dominant variable or
the most influential on consumer decisions (Y).

Keywords : Price, Service, Atmosphere Comfort, Product Diversity, Hospital Design, Consumer
Decision