Gambaran Karakteristik Demografi dan Psikografi Konsumen Jasa Pelayanan Rawat Inap di RS Hermina Tangkubanprahu

GATI KUSUMO BUDIANI, Dr. dr. Susilowati Tana, M.Kes; dr. Haryo Bismantara, MPH

2024 | Tesis | S2 Ilmu Kesehatan Masyarakat

Latar belakang: Adanya permasalahan capaian pemanfaatan tempat tidur yang masih rendah dibdaningkan dengan rumah sakit kompetitor, adanya ketidakseimbangan pemanfaatan tempat tidur sesuai kelas perawatan dan adanya dominasi konsumen jasa rawat inap Obgyn dan Anak meskipun telah beroperasional sebagai rumah sakit umum selama 12 tahun, sehingga unit rawat inap perlu perhatian khusus untuk menentukan strategi pemasarannya khususnya yang berfokus kepada pemahaman terhadap siapa dan bagaimana kebutuhan konsumennya.

Tujuan: Mengidentifikasi gambaran karakteristik demografi dan psikografi konsumen jasa pelayanan rawat inap RS Hermina Tangkubanprahu, mengidentifikasi profil konsumen yang dapat dipertimbangkan dalam penyusunan strategi pemasaran RS Hermina Tangkubanprahu.

Metode: Rancangan penelitian ini adalah metode mix methods dengan metode eksplanasi sequensial. Sampel penelitian kuantitatif diambil dengan stratified rdanom sampling dan sampel penelitian kualitatif diambil dengan metode purposive sampling.

Hasil: Gambaran karakteristik demografi konsumen jasa pelayanan rawat inap RS Hermina Tangkubanprahu berdasarkan analisis data primer maupun sekunder menggambarkan bahwa kelompok usia Anak dan Dewasa mendominasi keseluruhan jumlah konsumen. Terdapat peningkatan jumlah yang signifikan pada konsumen Separuh baya hingga Lanjut Usia setelah tahun 2017. Jenis Kelamin konsumen dewasa (>18 tahun) didominasi Perempuan baik sebelum dan sesudah perubahan status menjadi rumah sakit umum. Gambaran karakteristik psikografi konsumen jasa pelayanan rawat inap RS Hermina Tangkubanprahu memiliki sikap yang baik terhadap pelayanan kesehatan dan motivasi memilih RS Hermina karena kemampuan Dokter Spesialis.

Kesimpulan: Gambaran karakteristik konsumen jasa pelayanan rawat inap RS Hermina Tangkubanprahu didominasi usia anak dan dewasa dengan jenis kelamian perempuan. Masih terdapat peluang di segmen konsumen laki-laki, pendidikan S1, dengan Higher Income, yang bertempat tinggal di luar Kota Malang untuk itu perlu disusun strategi pemasaran rumah sakit yang menyasar market selain Ibu dan Anak agar masyarakat lebih mengenal RS Hermina Tangkubanprahu sebagai rumah sakit umum dan menambah daya tarik bagi konsumen.

Background: There are problems in achieving bed utilization which is still low compared to nearby competing hospitals, there is an imbalance in bed utilization according to treatment class dan a dominance of consumers of Obstetrics Gynaecology dan Pediatric inpatient services even though it has been operating as a general hospital for 12 years, so that the inpatient unit special attention is needed to determine the marketing strategy, especially one that focuses on understdaning who dan what the consumers' needs are.

Objectives: Identifying a description of the demographic dan psychographic characteristics of of inpatient services consumers at Hermina Tangkubanprahu Hospital, identifying consumer profiles that can be considered in preparing marketing strategies for Hermina Tangkubanprahu Hospital.

Methods: This research design is a mix methods method with a sequential explanation method. Quantitative research samples were taken using stratified rdanom sampling dan qualitative research samples were taken using purposive sampling method.

Results: The description of the demographic characteristics of inpatient services consumers at Hermina Tangkubanprahu Hospital based on primary and secondary data analysis illustrates that the age groups of Children and Adults dominate the total number of consumers. There was a significant increase in the number of Middle-aged to Elderly consumers after 2017. The gender of adult consumers (>18 years) was dominated by Women both before and after the change in status to a general hospital. The description of the psychographic characteristics of consumers of inpatient services at Hermina Tangkubanprahu Hospital has a good attitude towards health services and the motivation to choose Hermina Hospital because of the ability of Specialist Doctors.

Conclusions: Description of the inpatient consumers services characteristics at Hermina Tangkubanprahu Hospital is dominated by children dan adults with female gender. There are still opportunities in the male consumer segment, with a bachelor's degree, with a higher income, who live outside Malang City, for this reason it is necessary to develop a hospital marketing strategy that targets markets other than mothers dan children so that the public is more familiar with Hermina Tangkubanprahu Hospital as a general hospital dan increase its appeal to consumers.

Kata Kunci : Karakteristik demografi, karakteristik psikografi, segmentasi pasar, pengambilan keputusan konsumen, konsumen rawat inap, Demographic characteristics, psychographic characteristics, market segmentation, consumer decision making, inpatient consumers