Analisis segmentasi target dan posisi pasar poliklinik anak di RSIA Buah Hati Ciputat tahun 2015 = Analysis of market segmentation target and market position of pediatric polyclinic of RSIA Buah Hati Ciputat 2015
Rahma Syahidina Fajri;
Vetty Yulianty Permanasari, supervisor; Ede Surya Darmawan, examiner; Nani Suryani, examiner
(Fakultas Kesehatan Masyarakat Universitas Indonesia, 2016)
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[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 thenumber 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 typesof 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 areno coorporation with BPJS Kesehatan that has been targeted and has result leastnumber of new patients compare to number of old patients and decreasing thenumber of visits in pediatric polyclinic. This study aims to get information aboutmarket segments as the basis for the analysis of market segmentation, target andmarket position of pediatric polyclinic of RSIA Buah Hati Ciputat 2015. The typesof this study is descriptive with quantitative and qualitative. The result of this studyare market segments which is divided by the variable geographic, demographic,psychographic and behavioral. Target market is the potential of market segments isyoung mother and well educated who have children between 3-5 years old, withfamily income between 2-5 million rupiahs each month. The market position arethe child health care which economical with qualified health personnel in SouthTangerang City.] |
 S61920-Rahma Syahidina Fajri.pdf :: Unduh
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| No. Panggil : | S61920 |
| Entri utama-Nama orang : | |
| Entri tambahan-Nama orang : | |
| Entri tambahan-Nama badan : | |
| Subjek : | |
| Penerbitan : | Depok: Fakultas Kesehatan Masyarakat Universitas Indonesia, 2016 |
| Program Studi : |
| Bahasa : | ind |
| Sumber Pengatalogan : | LibUI ind rda |
| Tipe Konten : | text |
| Tipe Media : | unmediated ; computer |
| Tipe Carrier : | volume ; online resource |
| Deskripsi Fisik : | xviii, 91 pages : illustration ; 28 cm + appendix |
| Naskah Ringkas : | |
| Lembaga Pemilik : | Universitas Indonesia |
| Lokasi : | Perpustakaan UI, Lantai 3 |
| No. Panggil | No. Barkod | Ketersediaan |
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| S61920 | 14-22-64960293 | TERSEDIA |
| Ulasan: |
| Tidak ada ulasan pada koleksi ini: 20421774 |
