Segmentasi pasar Rumah Sakit Gigi dan Mulut Prof. Soedomo

AYUSARASWATI, Andhita, drg. Julita Hendratini, M.Kes

2008 | Tesis | S2 Ilmu Kesehatan Masyarakat

Latar Belakang : Persaingan dibidang penyedia pelayanan kesehatan semakin ketat. RSGM Prof. Soedomo merupakan salah satu tempat pelayanan kesehatan gigi dan mulut di DIY. Setiap organisasi termasuk RSGM Prof. Soedomo dituntut untuk dapat mengenali, memahami, dan memberikan kepuasan bagi konsumennya, yang dapat dilakukan melalui upaya segmentasi pasar. Salah satu dasar yang baik dalam segmentasi yaitu segmentasi menurut benefit karena benefit merupakan alasan konsumen membeli suatu produk/jasa. Tujuan : Mengetahui segmen pasar RSGM Prof. Soedomo menurut benefit yang dicari oleh pasien dan mengetahui profil masing-masing segmen menggunakan variabel demografi, gaya hidup, dan atribut produk. Metode: Jenis penelitian adalah penelitian deskriptif. Subyek penelitian berjumlah 200 orang dan diambil dengan metode proportional cluster samping pada Klinik Pendidikan (Co Ass), Klinik Residen, Klinik UPU, dan Klinik VIP Alamanda RSGM Prof. Soedomo. Analisis data yang digunakan yaitu analisis deskriptif, analisis faktor dan analisis klaster. Hasil : Ditemukan 2 segmen berdasarkan benefit yang dicari pasien yaitu segmen “pencari kenyamanan” dan segmen ”pencari pelayanan berkualitas”. Kedua segmen didominasi oleh perempuan, kelompok usia dewasa awal; belum menikah; pengeluaran perbulan

Background: Competition in health services is getting more rigorous. Prof. Soedomo Dental and Oral Hospital is one of dental and oral health service providers in Yogyakarta. Every organization including Prof. Soedomo Dental and Oral Hospital has to be able to identify, understand and satisfy its consumers that can be actualized through market segmentation. One of good foundations in segmentation is benefit segmentation because benefit is the reason consumers buy a product/service. Objective: To identify market segment of Prof. Soedomo Dental and Oral Hospital based on benefits seeked by the patients and the profile of each segment using variables of demography, lifestyle and product attributes. Method: The study was descriptive. Subject of the study consisted of 200 people taken with proportional clusters sampling method from co assistants' clinic, residents' clinic, clinic of general service unit and Alamanda VIP clinic of Prof. Soedomo Dental and Oral Hospital. Data analysis used descriptive analysis, factor analysis and cluster analysis. Result: There were 2 segments based on benefits seeked by the patients, i.e. segment of convenience seekers and segment of quality service seekers. These two segments dominated by female patients of category young adult; not married; monthly expenditure < Rp 500,000 – Rp 1,500,000; students/pupils; senior high school graduates. Life style of the patients were domestic type and leaders with youth spirit. Product attributes considered the most important were quality of service, friendliness of dentists and hospital staff. Conclusion: Based on the benefits seeked by the patients, the market of Prof. Soedomo Dental and Oral Hospital could be grouped to segment of convenience seekers and quality service seekers.

Kata Kunci : Segmentasi pasar,Benefit,RSGM Prof Soedomo, market segmentation, benefits, Prof. Soedomo Dental and Oral Hospital