PERAN STRATEGI HUMAS DALAM MENINGKATKAN MUTU LAYANAN RUMAH SAKIT UMUM DAERAH ASY-SYIFA’ KABUPATEN SUMBAWA BARAT

Abstract

Currently, many hospitals have been established in West Nusa Tenggara Province, both government and private. In the West Sumbawa Regency area, especially since 2017, 1 hospital unit has been owned by the government. The increasing demands of society will require an institution providing services to always pamper customers and provide the best service. The purpose of this research is to find out the challenges and obstacles to the role of Public Relations in improving service quality and to find out the strategic role of Public Relations in facing challenges and obstacles in improving service quality.The method used in this research is a qualitative method, namely describing and explaining the problems studied. Data collection techniques used were interviews, observation and documentation. The results of this research The challenge of the role of public relations in improving the quality of services at the Asy-Syifa Hospital, West Sumbawa Regency is having good communication and different levels of education, social class and community character, while the obstacles are the lack of facilities and infrastructure, lack of human resources, Skills and funding or budget are still limited, as well as a lack of social media introduction to the public, and public relations strategies to face challenges and obstacles in improving service quality are providing training, holding meetings between hospital parties, building synergy with mass media and introducing the hospital website. to society.