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Kusumastiti, Anisa Ramadhani
Fakultas Kedokteran Gigi Institut Ilmu Kesehatan Bhakti Wiyata Kediri
Economics, Econometrics & Finance Health Professions

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Analisa Segmentasi Pasar Rumah Sakit Umum Mitra Delima Kusumastiti, Anisa Ramadhani; Harjayanti, Nofita Dwi; Hariyanti, Tita
JMMR (Jurnal Medicoeticolegal dan Manajemen Rumah Sakit) Vol 6, No 2 (2017): August
Publisher : Universitas Muhammadiyah Yogyakarta in Clollaboration with ADMMIRASI

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Abstract

The purpose of this study was to determine the market segmentation X Hospital so as to determine the focus of the marketing will be done. The market segmentation is important to understand the hospital’s target market. The aim of implement hospitals market segmentation is to focus more on marketing in order to set priorities in serving patients optimally. Market segmentation has not been analyzed and documented. The market segmentation is done by classifying patients based on geographic segmentation, demographic, psychographic and behavioral patient's identity using the form contained in the registration section. Data inputted using a computer program to obtain a predetermined percentage segmentation then analyzed.
Is buying behavior influenced by segmentation? Hariyanti, Tita; Rasyid, Harun Al; Kusumastiti, Anisa Ramadhani
JMMR (Jurnal Medicoeticolegal dan Manajemen Rumah Sakit) Vol 8, No 1 (2019): April
Publisher : Universitas Muhammadiyah Yogyakarta in Clollaboration with ADMMIRASI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18196/jmmr.8185

Abstract

Buying behavior in choosing health care is a long process. Segmentation is one of the things that underlies the decision of the patient. This study aims to determine the buying behavior of patients who do the first child labor and its relationship with buying behavior in RSIA Puri Bunda (PB) Malang. This research uses the cross-sectional method. The sampling technique used the total sampling method, ie all inpatients who gave birth to the first child at the time of this study were executed. The number of samples was 55 respondents in April-May 2017. Data were analyzed using multinomial logistic regression. The results showed that customer segmentation of RSIA PB was from Blimbing sub-district, 21-25 years old, last high school education, income <Rp.1.500.000,00, housewife, Islam, class of 3rd class and payment method using BPJS . Buying behavior of respondents is included in complex type and dissonance reducing buying behavior. Geographic, demographic, psychographic and behavioral segmentation is not related to buying behavior. Segments that have been detected are expected to get attention from the hospital to determine the marketing efforts that will be done next. In its marketing efforts, RSIA PB should pay more attention to customers who have a high-involvement type in order to provide all the information expected by the customer.
Co-Authors Harjayanti, Nofita Dwi Harun Al Rasyid Tita Hariyanti