ANALYSIS OF INTERNAL FACTORS, EXTERNAL FACTORS, AND CONSUMER BEHAVIOUR IN THE DEVELOPMENT OF MARKETING STRATEGY FOR MEDICAL CHECK UP AT UNGARAN GENERAL REGENCY HOSPITAL

Abstract

Background. Marketing at Ungaran General Regency Hospital sense more important along with the developments of functional changes from a social-oriented to a socio-economical oriented hospital. The advantages of marketing are able to fulfill consumer need, consumer satisfaction, and to optimize the demand. Marketing strategy should plan based on the interactions between internal, external, and consumer behaviour played in Ungaran General Regency Hospital. Objective. The objective of this study is to analyze internal, external, and consumer behaviour that give contribution in the development of marketing strategy of Medical Check Up (MCU) in Ungaran General Regency Hospital. Methodology. The study is designed as a descriptive – analytic, cross-sectional study. Sampling method is purposive and simple cluster sampling. The study has interviewed and distributed questionaire to 110 respondent. Qualitative data collected from internal and external factors were analyzed by SWOT analyses. Qualitative analyses were performing based on consumer characteristic, product recognition, consumer-need, -attitude, -behaviour, and –perception. Result. The position of marketing strategy of MCU in Ungaran General Regency Hospital is located at the 1 st quadrant of Cartesius has a meaning to strengthen aggressive growth policy and focus strategy which concentrate to well identified market. The characteristics of respondent are live in Ungaran sub-regency, 20-30 years old aged, production laborer, holding Jamsostek health insurance. The consumer had recognized MCU in Ungaran General Regency Hospital. Consumer need, attitude, behaviour, and perception are all good. Sumber Utama : www.mikm.undip.ac.id