FAKTOR BAURAN PEMASARAN YANG DIPERTIMBANGKAN KONSUMEN DALAM KEPUTUSAN MEMILIH RUMAH SAKIT UMUM SWASTA DI KOTA PADANG

Lita, Ratni Prima and Suziana, Suziana and Ilyas, Yusniar (2010) FAKTOR BAURAN PEMASARAN YANG DIPERTIMBANGKAN KONSUMEN DALAM KEPUTUSAN MEMILIH RUMAH SAKIT UMUM SWASTA DI KOTA PADANG. Project Report. Lembaga Penelitian Universitas Andalas. (Unpublished)

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Abstract

The number of hospitals has increased with the increase of people's demand for health service, particularly in big cities including the Padang Municipality. The increase in number of hospitals, in turn, enhances the competition among health service. Therefore, the hospital management should determine an appropriate marketing strategy to win the competition. By understanding the consumer's behaviour, the management will be able to determine the appropriate strategy to meet the consumer's demands. This study is aimed at determining the factor of marketing mix considered in selecting the private hospital of the Padang Municipality, and the variables representing each factor considered. This study was conducted on 100 households of which one or more family members have been hospitalized in one o the private hospitals were used, namely, R.s Yos Sudarso, R.S Islam Ibnu Sina, R.S Assiyah/Muhammadiyah and R.s Selaguri situated in the Padang Municipality. Twenty five variables were used. The factor analysis was used in this study. The results of the study indicate that 20 variables were grouped into 9 factor having in eigen value equal or higher than 1 with a variance total percentage of 64,7 %. The nine factors considered by the consumers in selecting which private hospital to use, can be ranked according to the variance size as follow : 1) the factor of process doctor's discipline, ease to pay and menu (18,1 %),2) the factor of facilities &instruments, product and convenience (8,6 %),3) the factor of place (7,4 %), 4) the factor of hospital status and price (6,4 %), 5) the factor of personnel (5,6 %), 6) the factor of hospital leader (5,2 %), 7) the factor of promotion (4,7 %), 8) the factor of physical evidence (4,5 %), and 9) the factor of parking area. The variables representing each factor of marketing mix considered in selecting which private hospital to use were rules, facilities & instruments, location, hospital status, medic & non-medic, hospital leader, communication, the other facilities and parking area.

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