Pembangunan RS Putra Medika Bekasi: Analisis TOWS dengan Pendekatan Mixed Methods Eksploratif
DOI:
https://doi.org/10.31949/entrepreneur.v6i2.14048Abstrak
Ekspansi rumah sakit didorong oleh permintaan layanan kesehatan karena faktor fasilitas kesehatan yang belum merata di Kabupaten Bekasi. Penelitian ini bertujuan menganalisis strategi pembangunan Rumah Sakit Putra Medika menggunakan Analisis TOWS dan Mixed Methods Eksploratif. Metode penelitian ini bersifat campuran. Fase kualitatif dimulai dengan wawancara mendalam bersama manajemen Klinik Putra Medika Group untuk mengidentifikasi kekuatan, kelemahan, peluang, dan ancaman. Data kualitatif ini menjadi fondasi untuk merumuskan matriks TOWS. Kemudian, fase kuantitatif berupa survei dilakukan pada calon pasien dan pemangku kepentingan, memvalidasi temuan kualitatif dan mengukur preferensi pasar. Partisipan kualitatif sebanyak 22 orang sedangkan sampel kuantitatif 40 orang. Hasil analisis TOWS menunjukkan Putra Medika memiliki kekuatan internal untuk memanfaatkan peluang pasar, namun juga perlu mengatasi kelemahan dan mengelola ancaman kompetitor. Kesimpulannya manajemen Klinik Putra Medika harus mengintegrasikan temuan faktor internal dan eksternal sehingga menghasilkan rekomendasi strategis konkret untuk pembangunan rumah sakit. Hal ini meliputi optimalisasi layanan unggulan, strategi pemasaran efektif, dan mitigasi risiko. Implikasi penelitian ini menawarkan panduan praktis bagi manajemen Putra Medika agar ekspansi di Bekasi dapat dilakukan secara berkelanjutan dan kompetitif.
Kata Kunci:
Analisis SWOT, Strategi Pemasaran, Keunggulan BersaingUnduhan
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