Analisis Strategi Humas Digital dalam Penanganan Komplain Pasien Melalui Media Sosial terhadap Kepuasan Pelanggan di RSUD Cibinong
DOI:
https://doi.org/10.38035/jmpis.v7i1.6707Keywords:
Humas Digital, Media Sosial, Penanganan Keluhan, Kepuasan Pelanggan, Rumah SakitAbstract
Transformasi komunikasi layanan publik menjadikan media sosial sebagai kanal utama penyampaian keluhan pasien, yang berimplikasi langsung pada citra dan kepuasan layanan rumah sakit. Di RSUD Cibinong, periode Januari-Mei 2025 tercatat 130 keluhan melalui kanal resmi dan sekitar 20% pelanggan diantaranya menunjukkan ketidakpuasan terkait penanganan komplain tersebut, sehingga diperlukannya strategi humas digital yang cepat, solutif dan empatik. Penelitian ini bertujuan untuk menganalisis pengaruh kecepatan respons, kualitas pelayanan, dan kualitas interaksi humas digital dalam penanganan komplain melalui media sosial terhadap kepuasan pelanggan. Penelitian ini menggunakan desain kuantitatif dengan pendekatan potong lintang (cross-sectional) yang melibatkan 140 responden yang pernah menyampaikan keluhan melalui akun media sosial RSUD maupun secara langsung. Pengumpulan data dilakukan pada periode Juni hingga Agustus 2025 menggunakan instrumen kuesioner dengan skala Likert empat poin. Hasil analisis menunjukkan bahwa model penelitian signifikan secara statistik (F = 84,398; p < 0,001) dengan nilai R² sebesar 0,651. Setiap variabel independen, yaitu kecepatan tanggapan, kualitas penyelesaian, dan kualitas interaksi, memiliki hubungan positif dan signifikan terhadap tingkat kepuasan (p = 0,001). Penelitian ini menunjukkan bahwa pengelolaan keluhan berbasis media sosial yang responsif, menekankan efektivitas penyelesaian, serta disertai interaksi yang sopan dan komunikatif, berperan dalam meningkatkan kepuasan pelanggan. Oleh karena itu, disarankan penerapan service level agreement dengan waktu tanggapan awal kurang dari 60 menit, sistem penanganan keluhan terintegrasi, pelatihan komunikasi digital bagi staf humas, serta penetapan indikator kinerja utama untuk mendukung perbaikan berkelanjutan.
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