Strategi Public Relation Rumah Sakit Eka Husada Gresik Dalam Membangun Kepercayaan Konsumen Untuk Mendapatkan Layanan Kesehatan di Tengah Pandemi Covid-19

Public Relations Strategy of Eka Husada Hospital Gresik in Build Consumer Confidence To Get Health Services in the Midst of the Covid-19 Pandemic

Pandemi COVID-19 memberikan dampak yang besar bagi kehidupan masyarakat, salah satu dampak yang ditimbulkan dari adanya pandemi COVID-19 adalah meningkatnya kekhawatiran dan kecemasan masyarakat untuk berkunjung dan menggunakan layanan rumah sakit. Hal ini menjadi perhatian khusus bagi pengelola rumah sakit dalam merencanakan strategi untuk membangun kembali kepercayaan konsumen melalui aktivitas public relation agar masyarakat menggunakan layanan kesehatan di rumah sakit meskipun di masa pandemi COVID-19. Penelitian ini bertujuan untuk mengetahui dan mendeskripsikan strategi public relation yang dilakukan Rumah Sakit Eka Husada Gresik dalam meningkatkan kepercayaan konsumen di tengah pandemi COVID-19. Pada penelitian ini menggunakan jenis penelitian kualitatif. Metode pengumpulan data dalam penelitian ini menggunakan metode wawancara mendalam. Hasil penelitian ini yaitu beberapa strategi public relation yang diterapkan oleh Rumah Sakit Eka Husada Gresik melalui aktivitas public relation seperti publikasi, acara, lobi dan negosiasi, serta tanggung jawab sosial. Berdasarkan hasil analisis hasil wawancara mendalam maka dapat disimpulkan bahwa strategi public relation Rumah Sakit Eka Husada Gresik dalam membangun kepercayaan konsumen untuk mendapatkan layanan kesehatan di tengah pandemi COVID-19 dinilai berhasil melalui kegiatan publikasi, acara, lobi dan negosiasi, serta tanggung jawab sosial. Kata Kunci: Strategi public relation, kepercayaan konsumen, layanan kesehatan, pandemi COVID19. 

The COVID-19 pandemic has had a major impact on people's lives, one of the impacts of the COVID-19 pandemic is the increasing concern and anxiety of the public to visit and use hospital services. This is a special concern for hospital managers in planning strategies to rebuild consumer trust through public relations activities so that people use health services in hospitals even during the COVID-19 pandemic. This study aims to identify and describe the strategy public relations carried out by Eka Husada Hospital Gresik in increasing consumer confidence in the midst of the COVID-19 pandemic. This research uses qualitative research type. The method of data collection in this study used in-depth interviews. The results of this study are several strategies public relations implemented by Eka Husada Hospital through activities public relations such as publications, events, lobbying and negotiations, as well as social responsibility. Based on the analysis of the results of indepth interviews, it can be concluded that the strategy of public relations Eka Husada Hospital Gresik in building consumer trust in obtaining health services in the midst of the COVID-19 pandemic is considered successful through publications, events, lobbying and negotiations, as well as social responsibility. Keywords: strategy public relations, consumer trust, health services, COVID-19 pandemic.