UNIVERSITAS AIRLANGGA



Detail Article

Administrasi dan Kebijakan Kesehatan

ISSN 1412-8853

Vol. 10 / No. 2 / Published : 2012-05

Order : 5, and page :87 - 91

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Original Article :

Analysis of the use of labor service at maternal and children’s care in st. vincentius a paulo catholic hospital surabaya based on five stage buying decision process theory and the path type model

Author :

  1. Agung Kurniawan Saputra*1
  1. Mahasiswa Fakultas Kesehatan Masyarakat

Abstract :

ABSTRACT   Scope of labor standards in Maternal and  Children’s  Care Department (BKIA) was  98% of all pregnant women who  did the Antenatal  Care (ANC) in BKIA, but there  is difference between ANC visits by pregnant mother’s  delivery occurred. This was an observational analytic study.  The purpose of this study  was to analyze  the cause factors  of the high number of ANC which  are not labor in the BKIA based on the PATH Type  Model  Analysis  and Five-Stage Buying Decision Process as a basis to formulate marketing techniques recommendations. The Five Stage Buying Decision result was  a mother  did not passed through  a problem recognition stage, passed through  the stages of information  search and evaluation  of alternatives,  little experience of intervention  in purchase intention  stage and post-purchase behavior stage had a negative effect  on BKIA RKZ Surabaya.  This study  recommended simple manner  to know  ANC’s mother types and  predict  the possible decision of the labor. Marketing  Techniques recommendations for BKIA are establish and strengthen the bonds against  the ANC mother  continuously, Keeping the intensity of the relationship  to the mother after childbirth, Provide information on a wide variety of labor and support facilities.   Keywords:    The  Five Stage Buying  Decision Process, The  PATH Type  Model,  antenatal  care,  labor,  marketing technique

Keyword :

The Five Stage Buying Decision Process, The PATH Type Model, antenatal care, labor, marketing technique,


References :

  1. Gaspersz V, (2002). Manajemen Kualitas Dalam Industri Jasa. Jakarta : PT. Gramedia Pustaka Utama
  2. Kotler, P dan Keller, K, (2008). Marketing Management.13th ed. New Jersey : Prentice Hall
  3. Kotler P, Shalowitz J, dan Stevens RJ., (2008). Strategic Marketing for Health Care Organizations. San Fransisco, California : John Willey dan son
  4. Pohan IS, (2007). Jaminan Mutu Layanan Kesehatan. Jakarta : EGC
  5. The PATH Institute, (2008). How Will Patients Behave?, . Kanada : PATH Institute White Paper




Archive Article

Cover Media Content

Volume : 10 / No. : 2 / Pub. : 2012-05
  1. Increase patient safety program through the method of failure mode and effect analysis
  2. Analysis of factors affecting obedience officer leprosy in the implementation of leprosy sop services district puskesmas sampang
  3. Patient safety development program based on six goal international patient safety standard in surabaya oncology hospital
  4. The effort of community empowerment in tuberculosis disease control program in tambakrejo public health center, surabaya city
  5. Analysis of the use of labor service at maternal and children’s care in st. vincentius a paulo catholic hospital surabaya based on five stage buying decision process theory and the path type model
  6. Economic of scale analysis at specialist clinics
  7. The right arrangement of positioning, differentiation, and brand based on value-driven marketing
  8. Hospital business process reengineering
  9. The relationship between service convenience and behaviour in post-maternity care utilization to improve maternity care utilization
  10. Analysis of improvement efforts polyclinic outpatient visit by brand image and customer value