DAFTAR ISI
Halaman
Persetujuan ii
Pernyataan iii
Penghargaan iv
Abstrak v
Abstract vi
Daftar isi vii
Daftar Tabel viii
Daftar Gambar ix
Bab 1 Pendahuluan
1.1 Latar Belakang 1
1.2 Perumusan Masalah 3
1.3 Batasan Masalah 3
1.4 Tinjauan Pustaka 4
1.5 Tujuan Penelitian 5
1.6 Kontribusi Penelitian 6
1.7 Metodologi Penelitian 6
Bab 2 Landasan Teori
2.1 Pengertian Produk 8
2.2 Pengukuran Variabel 9
2.3 Populasi dan Sampel Penelitian 10
2.4 Variabel Penelitian 10
2.5 Data 12
2.5.1 Data Menurut Sifatnya 12
2.5.2 Data Menurut Cara Memperolehnya 13
2.6 Skala Pengukuran 13
2.7 Skala Instrumen Model Skala Sikap 14
2.8 Metode Pengumpulan Data 17
2.9 Uji Pengolahan Data 18
2.9.1 Uji Validitas 18
Universitas Sumatera Utara
2.9.2 Uji Reliabilitas 19
2.10 Analisis Faktor 20
2.10.1 Prinsip-prinsip Analisis Faktor 21
2.10.2 Statistik yang Relevan dengan Analisis Faktor 22
Bab 3 Metode Penelitian
3.1 Penentuan Lokasi Penelitian 25
3.2 Jenis dan Sumber Data 25
3.3 Populasi, Sampel dan Teknik Pengmbilan Sampel 25
3.3.1 Populasi 26
3.3.2 Sampel 26
3.3.3 Teknik Pengambilan Sampel 27
3.4 Teknik Pengumpulan Data 27
3.5 Variabel yang Digunakan 28
Bab 4 Pembahasan dan Hasil
4.1 Gambaran Umum Daerah Penelitian 29
4.1.1 Profil 29
4.1.2 Manajemen Rumah Sakit Columbia Asia 31
4.2 Pelayanan Rawat Pasien 31
4.2.1 Pelayanan Rawat Jalan Pasien 31
4.2.2 Pelayanan Rawat Inap Pasien 32
4.2.3 Fasilitas 33
4.3 Pengolahan Data 4.3.1 Input Data Mentah
33 4.3.2 Penskalaan Data Ordinal Menjadi Interval
35 4.3.3 Uji Validitas
40 4.3.4 Uji Reliabilitas
43 4.4 Analisa Data
4.4.1 Ekstraksi Faktor 46
4.4.2 Menentukan Banyaknya Faktor 48
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4.4.3 Hubungan antara Faktor Loading dan Communalities 50 4.4.4 Melakukan Rotasi Faktor
50 4.4.5 Interpretasi Faktor
53
Bab 5 Kesimpulan dan Saran
5.1 Kesimpulan 55
5.2 Saran 56
Daftar Pustaka
57
Lampiran
58
Universitas Sumatera Utara
DAFTAR TABEL
Halaman
Tabel 4.1 Data Jumlah Dokter
29 Tabel 4.2
Data Hasil Koesioner 34
Tabel 4.3 Penskalaan Variabel 1
39 Tabel 4.4
Hasil Penskalaan Semua Variabel 39
Tabel 4.5 Uji Validitas
40 Tabel 4.6
Perhitungan Korelasi Product Moment 41
Tabel 4.7 Uji Reliabilitas
44 Tabel 4.8
Kaiser-Meyes-Olkin KMO dan Barlett’s Test 45
Tabel 4.9 Nilai Measure of Sampling Adequecy MSA
46 Tabel 4.10
Komunalitas 46
Tabel 4.11 Total Variance Explained
47 Tabel 4.12
Matriks Faktor Sebelum Rotasi 50
Tabel 4.13 Matriks Faktor Setelah Rotasi
51 Tabel 4.14
Faktor-faktor hasil Interpretasi 53
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DAFTAR GAMBAR
Halaman Gambar 4.1 Scree Plot
49 Gambar 4.2 Plot Hasil Rotasi Komponen Matriks
52
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ANALYSIS OF FACTORSAFFECTINGMEDICALPRODUCTSTO CHOOSEAPHARMACEUTICALCOMPANYINCOLUMBIAASIAHOSPITALFIELD
ABSTRACT
Competition in the field of pharmaceutical companies increasingly stringent, particularly in Columbia Asia Hospital Medan. It requires that every pharmaceutical company providing the best product for your
doctor prescribes medication to the patient in order to achieve the level of health of the patient. There are several factors that affect the physician in determining the product of a pharmaceutical company,
namely: product discounts, financing commitments, sponsorship, drug trade name, product quality, intense medical representative visits, price products, pharmaceuticals brand, promotional theme, and
point of sale. Factor analysis is a multivariate statistical technique used to reduce summarize data from many variables into a few variables. The results of this study concluded that there are two dominant
factors that influence physicians to prescribe the product, the second factor is the sponsor 57.95 is composed of two variables: X
3
= sponsorships 0961, X
10
= theme promotion 0.936 and the promotion factor 24.28 consists of three variables: X
5
= the quality of the product 0.826, X
7
= the price of the product 0.696, X
9
= point of sale 0.862.
Keywords:Factor analysis, Sponsorship, andPromotion.
Universitas Sumatera Utara
BAB 1 PENDAHULUAN
