UNIVERSITAS AIRLANGGA



Detail Article

Administrasi dan Kebijakan Kesehatan

ISSN 1412-8853

Vol. 10 / No. 3 / Published : 2012-09

Order : 10, and page :174 - 180

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Original Article :

Characteristics analysis of customers and the types of brand associations as an efforts to improve the utilization of voluntary counselling and testing clinic

Author :

  1. Gede Danu W idarta*1
  1. RSJ Mataram

Abstract :

ABSTRACT The  purpose of this study  was  developing marketing  strategy  based on  characteristics analysis  of customers and  the  types of brand  associations as  an effort to improve  the  utilization of Mataram Mental  Hospital’s  VCT clinic. Improving  utilization  is  a form  of increasing  visitors  number.  This  study uses cross-sectional  study conducted  in May-June  2012. Respondents were Mataram Mental Hospital’s VCT clinic customers who live in the village of Mataram Senggigi and Sayang-Sayang, amounting to 50 people. The variables  studied were  the demographic, psychographic and  types of brand  associations respondents. Analytical results  has  been presented in frequency distribution  table. From the results of the study indicated that the majority of the characteristics of respondents aged 21-30 years old, high school education, private employee, earning 2-3 million rupiahs a month and has a habit went to the public health center. Mataram Mental Hospital’s VCT clinic identified  by the professional and friendly physician, low rates, middle  and upper middle  class  visitors. In the other hand,  there were  negative associations about  counselors, administrative  personnel, medical support facilities,  clinical quality, transportation, opening hours,  information,  prestige, physical  facilities and visitors. Additionally Mataram Mental Hospital’s VCT clinic identified  with the presence, services and enjoyable facilities and  the  main  choices VCT clinics.  Conclusions of this study,  there  were  still a lot of negative brand  associations to Mataram Mental Hospital’s VCT clinic at focussed segmen that can be improved by recommended marketing  strategy. Advice  can be given  is the hospital  immediately make  marketing  division to implement a marketing  strategy  has been recommended. Keywords: marketing  strategy,  customer’s characteristics, types of brand associations, VCT clinic, utilization

Keyword :

marketing strategy, customer’s characteristics, types of brand associations, VCT clinic, utilization,


References :

Direktorat Jenderal Pengendalian Penyakit dan Penyehatan Lingkungan,(2010) Pedoman Pelaksanaan Konseling dan Testing HIV Secara Sukarela Jakarta : Departemen Kesehatan RI

Direktorat Jenderal Pengendalian Penyakit dan Penyehatan Lingkungan,(2011) Tes HIV dan Konseling Atas Inisiasi Petugas Kesehatan Jakarta : Departemen Kesehatan RI

Fisk, Peter,(2006) arketing Genius alih bahasa P,J Rahmat Sutanto, david.S. Simatupang; Ivan Mulyadi Jakarta : PT Elex Media Komputindo

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Keller,(2003) Strategic Brand Management: Measuring and Managing Brand Equity. New Jersey : Prentice Hall

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Kotler, P & Keller, KL,(2009) Marketing Management. 13th ed New Jersey : Pear



Archive Article

Cover Media Content

Volume : 10 / No. : 3 / Pub. : 2012-09
  1. Influence Analyses Of Officers Organizational And Occupational Commitment To Leprosy Program Performance In Public Health Center Of Bojonegoro Regency
  2. Recommendation Of Development Qwl (quality Of Work Life) Based On Qwl Effect Analysis On Nurse Job Satisfaction In Leprosy Hospital Of Sumberglagah Pacet Mojokerto
  3. Recommendations For Improving The Organizational Learning Of Creativity In Leprosy Hospital Sumberglagah
  4. Improvement Task Performance, Contextual Performance And Job Satisfaction Of Radiology Unit Staff Based On Job Characteristic, Motivation And Work Attitude Analysis In St. Vincentius Catholic Hospital Surabaya
  5. Performance Evaluation Using Malcolm Baldrige National Quality Award For Improving Quality Service
  6. Analysis Of The Influence Of Predisposing, Enabling And Reinforcing Factors On Compliance Of Pulmonary Tb Treatment In Bojonegoro
  7. A Strategy Design Of Marketing Based On Product Life Cycle As An Effort To Increase Visits To Ketapang Al Hikmah Clinic In Sampang Regency
  8. Analysis Influence Self Leadership Development Of The Head Of Public Health Centers On Performance Of Public Health Centers
  9. Recommendations To Improve Maternity Health Facility In The Work Area District Health Center Jrangoan Sampang
  10. Characteristics Analysis Of Customers And The Types Of Brand Associations As An Efforts To Improve The Utilization Of Voluntary Counselling And Testing Clinic
  11. Efforts To Improve Inpatient Transaction Processing System
  12. Active Case Treatment Is More Cost Effective For Early Stage Lung Tb Treatment
  13. Operational Research Use Modified Problem Solving Cycle To Improve Performance Of Manager

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