Demographic Characteristics As The Basis For Determining The Marketing Mix Of Executive Polyclinic Dr. Hasri Ainun Habibie Hospital Parepare

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Taufiq, Fuad Husain Akbar, Ayub Irmadani Anwar, Hasanuddin Thahir, Alifia Ayu Delima, Marhama, Nursyamsi

Abstract

Background: dr. Hasri Ainun Habibie Hospital as a new comer must be able to follow the development of the era that is increasingly shifting towards profit oriented. Executive polyclinics can be an option with the right marketing mix in the current era of National Health Insurance. Based on this description, researchers are interested in conducting research on the effect of demographic characteristics as the basis for determining the marketing mix of the dr. Hasri Ainun Habibie Hospital, Parepare City.


 


Purpose: To know the effect demographic characteristics as the basis for determining the marketing mix of the dr. Hasri Ainun Habibie Hospital, Parepare City


 


Methods: This research is an analytical observational study with a cross sectional approach. The sample is a resident of Parepare City who filled out a questionnaire via a google form. The validity of the items was tested using the product moment correlation formula and was considered reliable if the Cronbach alpha value was > 0.7. The Manova test was conducted to see differences in demographic characteristics in influencing the dimensions of the marketing mix.


 


Result: Gender differences significantly affect the dimensions of Product (p=0.001), Cost (p=0.036), and Promotion (p=0.003), while age differences significantly affect the dimensions of Product (p=0.001) and People (p=0.024).


 


Conclusion:Determination of the marketing mix of dr. Hospital executive polyclinic. dr. Hasri Ainun Habibie Hospital is influenced by the needs and desires of the residents of Parepare City who are female and are at the age of 26-45 years.

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