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All Journal Jurnal Ilmiah Universitas Batanghari Jambi Jurnal Masharif al-Syariah: Jurnal Ekonomi dan Perbankan Syariah Jurnal Manajemen Informasi Kesehatan Indonesia (JMIKI) Journal of Telenursing (JOTING) Jurnal Integrasi Kesehatan dan Sains Jurnal Menara Medika Innovative: Journal Of Social Science Research Branding: Jurnal Manajemen & Bisnis
Wahyu Sulistiadi
Universitas Indonesia
Agriculture, Biological Sciences & Forestry Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Dentistry Economics, Econometrics & Finance Education Health Professions Law, Crime, Criminology & Criminal Justice Medicine & Pharmacology Nursing Public Health Social Sciences Other

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Journal : Journal of Telenursing (JOTING)

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Studi Segmentation, Targeting, Positioning (STP) pada Bauran Pemasaran Produk Klinik Eksekutif Rumah Sakit Gigi Mulut pada Masa Pandemi COVID-19 Meutia Arini Yasrizal; Wahyu Sulistiadi
Journal of Telenursing (JOTING) Vol 4 No 1 (2022): Journal of Telenursing (JOTING)
Publisher : Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/joting.v4i1.3301

Abstract

This study aims to analyze segmentation, target market and market position in the product marketing mix of the executive clinic of the Oral Dental Hospital (RSGM) X Jakarta City. The method used is descriptive quantitative. The results showed that in the segmentation analysis, most visits to the clinic were women of productive age, predominantly from outside the DKI Jakarta area, dominant payments were out of pocket and insurance, and the dominant type of service used was executive service. Targeting analysis shows that the best market determination strategy for RSGM X is multi-targeting. Strengthening positioning at RSGM X can be done by prioritizing superior products, brand attributes and the quality of services provided. In conclusion, RSGM X prioritizes services with adjustments to health protocols through marketing strategies with segmentation, target and position concepts and is supported by the right marketing mix. Keywords: Market Position, Segmentation, Target Market
Co-Authors Christina Nusarita Intama Dani Indrawan Husni Abdul Muchlis Layli Rahmawati Leni Burhan Meutia Arini Yasrizal Monica Vidian Muhammad Izzan Hurruzia Rodiyah Azhar Savira Nurulita Selly Gloria Lengkong Suci Nurul Andini Yunita Fenilho