Persaingan di industri rumah sakit Indonesia semakin ketat, hal ini menuntut pihak manajemen rumah sakit bekerja lebih giat lagi, termasuk Rumah Sakit Islam Faisal Makassar. Segmentasi pasar perlu dilakukan agar rumah sakit dapat memfokuskan pelayanan kesehatan terhadap pasar tertentu sehingga terciptanya loyalitas pasien. Tujuan dari penelitian ini adalah untuk mengetahui segmentasi pasar berdasarkan karakteristik pengguna jasa pelayanan kesehatan di ruang rawat inap Rumah Sakit Islam Faisal Makassar. Penelitian ini merupakan penelitian kuantitatif dengan pendekatan survei deskriptif. Total sampel sebanyak 99 orang di ruang rawat inap RS Islam Faisal Makassar dengan pengambilan sampe menggunakan metode purposive sampling. Data dikumpulkan dengan melakukan wawancara dengan responden. Pengolahan data dilakukan dengan analisis distribusi frekuensi dan analisis cluster. Berdasarkan hasil penelitian, diperoleh bahwa karakteristik demografi pasar Rumah Sakit berada pada kategori umur dewasa (26-45 tahun), perempuan, memiliki ukuran keluarga sedang, tingkat pendidikan tinggi, tidak bekerja/ IRT dengan pendapatan keluarga kurang. Berdasarkan karakteristik geografi, memiliki lokasi tempat tinggal dalam Kota Makassar dan status tempat tinggal merupakan rumah milik sendiri. Berdasarkan karakteristik psikografi memiliki motivasi dan persepsi tinggi. Berdasarkan karakteristik perilaku, pola pencarian pengobatan ketika sakit sedang dan berat memanfaatkan pelayanan kesehatan sedangkan ketika sakit ringan cenderung untuk membeli obat di warung/ apotek, frekuensi pemanfaatan rumah sakit tinggi. Berdasarkan karakteristik yang didapatkan, segmentasi pasar di Rumah Sakit Islam Faisal Makassar terbagi atas tiga segmen yaitu Hospital Aversion (34,3%), Hospital Care Minimizer (2,0%), dan Hospital Care Maximizer (64,6%) yang memiliki 10 karakteristik berbeda antar segmen yaitu umur, tingkat pendidikan, pekerjaan, ukuran keluarga, lokasi tempat tinggal, status tempat tinggal, motivasi, pola penggunaan pelayanan kesehatan saat sakit ringan dan sedang, dan intensitas penggunaan rumah sakit.
Hospitals in carrying out their role cannot be separated from problems, both from within and from outside that can interfere with the mechanism of work of the hospital in providing health services for the community. Faisal Islamic Hospital Makassar is one of the private hospitals in the city of Makassar which in the last 3 years has decreased the value of BOR. The purpose of this study was to find out the socio-economic influence on the utilization of health services in the inpatient room of Faisal Islamic Hospital Makassar. This research is a cross-sectional study. A total of 99 people were sampled in the inpatient room of Faisal Islamic Hospital Makassar by taking a sample using the purposive sampling method. Data is collected by conducting interviews with respondents. Data processing is done by frequency distribution analysis and univariate and multivariate analysis with the Binary Regression approach namely logit and probit analysis. Based on the results of the study, it was obtained that socioeconomic variables that have an influence on the utilization of health services in the Faisal Islamic Hospital Makassar is the ownership of health insurance with the results of p-value< 0.1 is logit 0.299 and probit of 0.000. For the government to evaluate the ownership of health insurance, because there are still respondents who do not have health insurance where this is not in accordance with the objectives of the National Health Insurance program.
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