Mutiara Ayu Faradisa, - and Thinni Nurul Rochmah, - (2013) PELAKSANAAN CROSS SELLING DARI INSTALASI RAWAT JALAN KE INSTALASI RADIOLOGI RUMAH SAKIT SEMEN GRESIK. Jurnal Administrasi Kesehatan Indonesia, 1 (3). ISSN 2540-9301

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Abstract

The low visiting number in hospital’s unit are closely related to marketing activities, including internal marketing which consists of cross selling from other units. This study aims to analyze cross selling implementationn from Outpatient Unit to Radiology Unit in Semen Gresik Hospital. This study was a cross sectional analytic design. Sample was taken by simple random sampling with sample size 25 respondents. Independent variables were marketing policy, employee commitment, perception, motivation, and readiness of cross selling. While dependent variable was cross selling implementation. Result showed that respondents had a high level of employee commitment by 96%, moderate level of cross selling perception by 60%, high level of cross selling motivation by 68%, moderate level of cross selling readiness by 56%. While cross selling implementation has moderate level by 64%. The conclusion based on Spearman correlation test, we had a strong correlation between employee commitment, perceptions, motivation and cross selling implementation. While cross selling readiness and cross selling implementation showed a moderate level of correlation. Based on this study, Semen Gresik Hospital needs to make marketing policy about cross selling. The further study needs to be done in other factors which causes cross selling implementation.

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