Analisis Pemanfaatan Layanan Persalinan di Unit BKIA RSK St. Vincentius a Paulo Surabaya Berdasarkan Teori Five stage Buying Decision Process dan PATH Type Model
ABSTRACT: Scope of labor
standards in Maternal and Children’s Care Department (BKIA) was 98% of all
pregnant women who did the Antenatal Care (ANC) in BKIA, but there is
difference between ANC visits by pregnant mother’s delivery occurred. This was
an observational analytic study. The purpose of this study was to analyze the
cause factors of the high number of ANC which are not labor in the BKIA based
on the PATH Type Model Analysis and Five-Stage Buying Decision Process as a
basis to formulate marketing techniques recommendations. The Five Stage Buying
Decision result was a mother did not passed through a problem recognition
stage, passed through the stages of information search and evaluation of
alternatives, little experience of intervention in purchase intention stage and
post-purchase behavior stage had a negative effect on BKIA RKZ Surabaya. This
study recommended simple manner to know ANC’s mother types and predict the
possible decision of the labor. Marketing Techniques recommendations for BKIA
are establish and strengthen the bonds against the ANC mother continuously,
Keeping the intensity of the relationship to the mother after childbirth,
Provide information on a wide variety of labor and support facilities.
Keywords: The Five Stage Buying Decision Process, The
PATH Type Model, antenatal care, labor, marketing technique
Penulis: AGUNG KURNIAWAN
SAPUTRA, R. DARMAWAN SETIJANTO
Kode Jurnal: jpkesmasdd120054
