ANALISIS PERILAKU KONSUMEN DALAM KEPUTUSAN PEMBELIAN SEBAGAI UPAYA PEMASARAN PEMANFAATAN RUANG OBGYN RS ISLAM SURABAYA DENGAN MARKETING 3.0

NORITA RACHMAN FEBRIANA RANOOR, 101144024 (2013) ANALISIS PERILAKU KONSUMEN DALAM KEPUTUSAN PEMBELIAN SEBAGAI UPAYA PEMASARAN PEMANFAATAN RUANG OBGYN RS ISLAM SURABAYA DENGAN MARKETING 3.0. Thesis thesis, UNIVERSITAS AIRLANGGA.

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Abstract

Marketing research with consumen behaviour analysis, in which psychographic factors as key factors is useful to know the cause of the low value of Bed Occupancy Rate (BOR) at Surabaya Islamic Hospital. The objective of this study was to analyze the influence of consumen behaviour especially psychographic factors (perception, motivation, learning, attitudes and beliefs) of respondents towards 7P i.e. product, price, place, people, process, promotion, physical evidence in accordance with mind, heart, and spirit towards purchase decisions (delivery decision). This was an analytical research conducted in crosssectional in April-July 2013. The technique for collecting data was questionnaires. The research population was all pregnant mother patients undergoing ANC (Ante Natal Care) at Maternal and Child Health (MCH) Unit and Obstetrics and Gynecology (obgyn) Unit of RSIS. The samples were 17 respondents for group 1 (decided not to deliver at RSIS) and 17 respondents for group 2 (decided to deliver at RSIS). The sampling method was simple random sampling. The data analysis used logistic regression test. The conclusion of study showed that the most influence factors towards purchase decisions (delivery decision) were motivation because of people (mind, spirit) and process (heart, spirit), perception towards people (mind, heart, spirit), learning towards price (mind, heart, spirit) and people (mind, heart, spirit), attitudes and beliefs towards price (mind, heart, spirit), people (mind, heart, spirit) and promotion (mind, heart, spirit). The research results in form of strategic issues are used to develop marketing efforts 12 C based on the concept of marketing 3.0. Based on the results of FGD and the study investigator, implementation plans are contained in the POA matrix.

Item Type: Thesis (Thesis)
Additional Information: KKC KK TKA. 22/13 Ran a
Uncontrolled Keywords: Cunsumen Behaviours, Marketing 3.0, Purchase Decision, 12 C Elemenen of New Wave Marketing
Subjects: H Social Sciences > HF Commerce > HF5410-5417.5 Marketing. Distribution of products
H Social Sciences > HF Commerce > HF5437-5444 Purchasing. Selling. Sales personnel. Sales executives
R Medicine > RA Public aspects of medicine > RA1-1270 Public aspects of medicine > RA960-1000.5 Medical centers. Hospitals. Dispensaries. Clinics
Divisions: 10. Fakultas Kesehatan Masyarakat > Magister Administrasi dan Kebijakan Kesehatan
Creators:
CreatorsNIM/NIDN
NORITA RACHMAN FEBRIANA RANOOR, 101144024UNSPECIFIED
Contributors:
ContributionNameNIDN/NIDK/NUP
ContributorWidodo J. P., dr., M.S., M.PH., Dr.PHUNSPECIFIED
Depositing User: Nn Duwi Prebriyuwati
Date Deposited: 2016
Last Modified: 04 Sep 2016 10:37
URI: http://repository.unair.ac.id/id/eprint/37365
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