DRIVING INSTITUTIONAL EFFICIENCY THROUGH STRATEGIC HUMAN RESOURCE MANAGEMENT: THE CASE OF PKU MUHAMMADIYAH YOGYAKARTA

Background: Global economic integration and the ASEAN Free Trade Area (AFTA) have intensified competition in the healthcare sector, compelling hospitals—including non-profit institutions—to strengthen their human resource management (HRM) and marketing strategies. Effective HRM is critical for meeting evolving operational and accreditation standards. Methods: A mixed-methods approach was used, combining qualitative interviews and quantitative analysis to evaluate HR conditions and accreditation readiness at Type B hospitals, focusing on the 2012 KARS standards. Results: Findings revealed a significant shortage of human resources in both type and number, especially in Type B hospitals. While 96% of the 99 accreditation document elements were completed, several performance gaps were identified at PKU Muhammadiyah Yogyakarta Unit II in areas such as examination and treatment, training, research, and management. Further development is also needed in referral services, preventive care, and international cooperation. Training emerged as a critical need across departments, highlighting the urgency for HR capacity building. Conclusion: There is a notable disparity between current HR capabilities and accreditation requirements in Type B hospitals. Strengthening HRM and improving documentation processes are essential to achieving and maintaining hospital accreditation