Analisis Karakteristik Pelanggan dan Types of Brand Associations dalam Upaya Meningkatkan Pemanfaatan Klinik Voluntary Counselling and Testing
ABSTRACT: The purpose
of this study
was developing marketing
strategy based on
characteristics analysis of
customers and the types
of brand associations
as an effort
to improve the
utilization of Mataram
Mental Hospital’s VCT
clinic. Improving
utilization is a
form of increasing
visitors number. This
study uses cross-sectional study
conducted in May-June 2012.
Respondents were Mataram Mental Hospital’s VCT clinic customers who live in the
village of Mataram Senggigi and Sayang-Sayang, amounting to 50 people. The
variables studied were the demographic, psychographic and types
of brand associations
respondents. Analytical results
has been presented
in frequency distribution
table. From the results of the study indicated that the majority of the
characteristics of respondents aged 21-30 years old, high school education,
private employee, earning 2-3 million rupiahs a month and has a habit went to
the public health center. Mataram Mental Hospital’s VCT clinic identified by
the professional and friendly physician, low rates, middle and upper middle
class visitors. In the other hand, there were negative associations about
counselors, administrative personnel, medical support facilities, clinical
quality, transportation, opening hours, information, prestige, physical
facilities and visitors. Additionally Mataram Mental Hospital’s VCT clinic
identified with the presence, services and enjoyable facilities and the main
choices VCT clinics. Conclusions of this study, there were still a lot of
negative brand associations to Mataram Mental Hospital’s VCT clinic at focussed
segmen that can be improved by recommended marketing strategy. Advice can be
given is the hospital immediately make marketing division to implement a
marketing strategy has been recommended.
Keywords: marketing strategy,
customer’s characteristics, types of brand associations, VCT clinic,
utilization
Penulis: GEDE DANU WIDARTA
Kode Jurnal: jpkesmasdd120049
