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Abstrak :
Penelitian ini membahas tentang analisa positioning KidZania Jakarta dengan studi kasus pada program TeenZania, sebuah program yang dibuat sebagai strategi marketing untuk menghadapi situasi pandemi COVID-19. Namun, program ini tidak sesuai dengan positioning KidZania sebagai themepark untuk anak usia 2-16 tahun dengan konsep edukasi. Pada penelitian ini, peneliti menganalisa strategi komunikasi pemasaran KidZania menggunakan konsep dari Kotler (2020) dan positioning KidZania sebagai themepark dengan konsep edukasi untuk anak usia 2-16 tahun menggunakan konsep positioning Kotler & Armstrong (2021). Penelitian ini menggunakan paradigma post positivistic dengan metode penelitian kualitatif. Teknik pengumpulan data dilakukan dengan wawancara mendalam dengan narasumber, observasi, dan dokumentasi. Hasil penelitian menunjukan bahwa KidZania mengkomunikasikan positioning sebagai themepark dengan konsep edukasi untuk anak usia 2–16 tahun, dan walaupun KidZania membuat program TeenZania untuk remaja hingga dewasa yang merupakan suatu program yang berhasil, namun KidZania masih mempertahankan positioning nya dengan melakukan strategi komunikasi pemasaran lainnya agar KidZania masih erat dengan anak-anak di benak target market nya. ......This research discusses the analysis of KidZania Jakarta's positioning with a case study on the TeenZania program, a program created as a marketing strategy to deal with the COVID-19 pandemic situation. However, this program is not in accordance with KidZania's position as a theme park for children aged 2-16 years with an educational concept. In this study, researchers analyzed KidZania's marketing communication strategy using the concept from Kotler (2020) and positioning KidZania as a theme park with an educational concept for children aged 2-16 years using the positioning concept of Kotler & Armstrong (2021). This study uses a post-positivistic paradigm with qualitative research methods. Data collection techniques were carried out by in-depth interviews with sources, observation, and documentation. The results showed that KidZania communicated positioning as a theme park with an educational concept for children aged 2–16 years, and even though KidZania made the TeenZania program for teenagers to adults which was a successful program, KidZania still maintained its positioning by implementing other marketing communication strategies so that KidZania still closely with children in the minds of its target market.

Abstrak :
Every tourism industry must decide where it wants to be in the future. Following marketing segmentation analysis, choices have to be made between alternative marketing strategies, segmentation, target markets, positioning approaches and marketing-mix elements. Making these decisions is part of planning. The service's product life-cycle stage and organization's competitive position influence the selection from among alternative approaches. Marketing research information provides the basis for these decisions. Having a marketing strategy is similar to having a map to help you get where you want to be. Even with a good map, some people get lost. More careful and detailed planning is necessary to get to the final destination.

Abstrak :
[Belum optimalnya kegiatan pemasaran dan belum adanya kerjasama dengan BPJS Kesehatan mengakibatkan sedikitnya jumlah pasien baru dibandingkan pasien lama dan menurunnya jumlah kunjungan poliklinik anak. Penelitian ini bertujuan untuk mendapatkan informasi mengenai segmen pasar sebagai dasar analisis segmentasi, target dan posisi pasar poliklinik anak RSIA Buah Hati Ciputat pada tahun 2015. Penelitian ini menggunakan jenis penelitian deskriptif dengan pendekatan kuantitatif dan kualitatif. Hasil penelitian ini adalah segmen pasar yang dibagi berdasarkan variabel geografis, demografis, psikografis dan perilaku. Target pasar yang paling sesuai merupakan hasil segmen pasar yang dianggap potensial yaitu, ibu usia produktif dan berpendidikan tinggi yang memiliki anak usia 3-5 tahun dengan penghasilan keluarga 2-5 juta perbulan. Posisi pasar yang terbentuk adalah pelayanan kesehatan anak yang ekonomis dengan tenaga kesehatan berkualitas di Wilayah Kota Tangerang Selatan. ......The marketing activities in RSIA Buah Hati Ciputat has not optimal and there are no coorporation with BPJS Kesehatan that has been targeted and has result least number of new patients compare to number of old patients and decreasing the number of visits in pediatric polyclinic. This study aims to get information about market segments as the basis for the analysis of market segmentation, target and market position of pediatric polyclinic of RSIA Buah Hati Ciputat 2015. The types of this study is descriptive with quantitative and qualitative. The result of this study are market segments which is divided by the variable geographic, demographic, psychographic and behavioral. Target market is the potential of market segments is young mother and well educated who have children between 3-5 years old, with family income between 2-5 million rupiahs each month. The market position are the child health care which economical with qualified health personnel in South Tangerang City., The marketing activities in RSIA Buah Hati Ciputat has not optimal and there are no coorporation with BPJS Kesehatan that has been targeted and has result least number of new patients compare to number of old patients and decreasing the number of visits in pediatric polyclinic. This study aims to get information about market segments as the basis for the analysis of market segmentation, target and market position of pediatric polyclinic of RSIA Buah Hati Ciputat 2015. The types of this study is descriptive with quantitative and qualitative. The result of this study are market segments which is divided by the variable geographic, demographic, psychographic and behavioral. Target market is the potential of market segments is young mother and well educated who have children between 3-5 years old, with family income between 2-5 million rupiahs each month. The market position are the child health care which economical with qualified health personnel in South Tangerang City.]

Abstrak :
Poli Jantung Eksekutif merupakan salah satu poli yang sedang menjadi target bagian pemasaran RS Hermina Depok dalam peningkatan kualitasnya. Jumlah pasien poli Jantung Eksekutif mengalami peningkatan dan penurunan setiap bulannya yang menyebabkan Poli Jantung Eksekutif belum stabil. Tujuan penelitian ini adalah untuk menentukan strategi pemasaran berdasarkan STP ( Segmentasi, Target, dan Posisi ) pasar Rawat Jalan Poli Jantung Eksekutif RS Hermina Depok pada tahun 2019. Penelitian ini menggunakan jenis penelitian deskriptif analisis dengan pendekatan kuantitatif dan kualitatif. Hasil penelitian ini adalah Segmen pasar yang dibagi berdasarkan variabel geografis, demografis, psikografis, perilaku, dan loyalitas. Target pasar yang paling sesuai merupakan hasil segmen pasar yang dianggap potensial yaitu, Lansia berusia 45 tahun ke atas yang tinggal di daerah kota Depok dan sekitarnya dengan pendapatan 2,5 juta-5 juta perbulannya . Posisi pasar yang terbentuk adalah Pelayanan kesehatan poli jantung eksekutif dengan tenaga kesehatan berkualitas dan fasilitas lengkap serta tetap mengutamakan Service Excellent kepada pelanggan. ......Excecutive Heart Clinic is one of the clinic that is being targeted by the marketing division of Hermina Hospital Depok for improving it’s quality. The number of Executive Heart Clinic patients has increased and decreased for each month which causes Executive Heart Clinic has not been stable. The purpose of this study was to determine a marketing strategy based on STP (Segmentation, Targeting, and Positioning) of the Outpatient Excecutive Heart Clinic market in Hermina Hospital Depok 2019. This research uses descriptive analysis research with quantitative and qualitative approaches. The results of this study are market segments which are divided based on geographical, demographic, psychographic, behavioral, and loyalty variables. The most appropriate target market is the result of a market segment that is considered potential, elderly aged 45 years and over who live in Depok and the surrounding areas with an income of 2.5 million-5 million each month. The market position is Excecutive Heart Clinic health services with qualified health workers and complete facilities and also do the prioritize Service Excellence to customers.