ANALISIS SEGMENTASI PASAR PENGGUNA JASA PELAYANAN RAWAT INAP RUMAH SAKIT DAERAH KALISAT TAHUN 2013

Abstract

Market segmentation have an aim to satisfy the customers so that the hospital can do the right marketing strategy. Based on inpatient unit visit rate and BOR (Bed Occupancy Rate) in the last three years, Kalisat general hospital got fluctuated. The objective of these research was to market segmentation of inpatient unit service users based on the characteristics of the consumers so that Kalisat general hospital can formulate the right marketing strategy. These research was a descriptive research with quantitative approach. Sample was 100 respondents in inpatient unit. Data was presented by tables with univariat analysis for each variable in segmentation. Results showed that market segmentation of inpatient units service users at Kalisat general hospital was based on 1)demography segmentation: they were middle low class based on salary lower than 1 million rupiah. 2)Geography segmentation: they came from outside Kalisat district. 3)Psychographic segmentation: their lifestyle were common and economical. 4Behavior segmentation: they were loyal consumen and they also used puskesmas service except Kalisat general. It is Suggested that Kalisat general hospital needs to design marketing strategy for instance maintaining the facilities in every inpatient unit, distributing brochure/leaflet/poster and information letter which introduce Kalisat general hospital to cacthment area, planning to do internal marketing by cross selling and increasing the quality of service based on the payment realiesed by consumer.