ANALISIS SEGMENTASI PASAR PELAYANAN KESEHATAN DI RSIA SITI FATIMAH MAKASSAR TAHUN 2011
ABSTRACT: This research
aims to determine
hospital segmentation market
based on characteristics of
health care customers in
Siti Fatimah Hospital.
This research used
survey descriptive method.
Data obtained by
distributing questionnaires
to 182 inpatient
treatment. Data analyzed
by used health
segmentation approach. This
approach used Cluster non
hierarchy approach (K-mean
cluster).The results show
that the market
segmentation of health care consumer in Siti Fatimah Hospital
based on; (1).demographic characteristics: They are 25-31 years old, senior high
school, work as a housewife, income Rp.1.000.000 - Rp.1.500.000 and there are
3-4 people in their home. (2). Based
on Geography characteristics, they
are stay in
Makassar and live
in their own homes. (3).
Based on Psychographic
characteristics, patient motivated to use Siti Fatimah Hospital because they
thing the doctor, nurse and other provider in hospital have a good skill and
professional. (4). Based on Behavioral characteristics, they do the payment
through JPKM (Health Insurance Maintenance), they were going to the hospital
when they got serious suffering
disease and they
were going to
the primary health
center, when they
got medium sickness.From
the market segmentation results,
there are three
market segments formed;
(1). Hospital aversion,
(2). Health care minimize, (3). Health care maximize. It
would be better for the hospital to focus the marketing strategy in segment I (Hospital
aversion) and III (Health care maximize).
Penulis: Suci Rahmadani,
Nurhayani, Balqis, Alwy Arifin
Kode Jurnal: jpkesmasdd120147
