Desain Strategi Pemasaran Berdasarkan Product Life Cycle sebagai Upaya Peningkatan Kunjungan Klinik Al Hikmah Ketapang Kabupaten Sampang
ABSTRACT: Product Life Cycle
(PLC) was an important concept which is used to describe a series of stages of
a product from the introduction stage to the stage when the product begins to
decrease in its sale and profitability, and finally it disappears from the
market. The background of this study is the decrease in the number of patients
at public service at Al Hikmah Clinic in Ketapang, Sampang Regency. The purpose
of this study is to propose a strategy design of marketing based on PLC as an effort
to increase visits to Al Hikmah Clinic in Ketapang, Sampang Regency. This study
uses observational study design. Observed from the time of the research, it
belongs to cross-sectional study. The results of the study show that all key
characteristics in PLC refer to Growth Stage. Based on the results, the
recommended marketing strategy design must be adjusted to the position of the
products in the PLC, while considering the analysis on the customers’ satisfaction
and demands as well as the internal condition of the clinic. The recommended
efforts to increase the number of visits to the public service are improving
the quality of the products, having more post medical treatment service, giving
clear explanation on pricing the fee, improving access to the service by mobile
service and home care. Related to
communication problem, it
is recommended to
change the advertisements from
product awareness building
to trust building and product purchase, by communicating the advantages
of the public service products through various events.
Penulis: NUR AIDA RACHMAWATI
Kode Jurnal: jpkesmasdd120040
