UNIVERSITAS AIRLANGGA DIREKTORAT PENDIDIKAN Tim Pengembangan Jurnal Universitas Airlangga Kampus C Mulyorejo Surabaya

UNIVERSITAS AIRLANGGA DIREKTORAT PENDIDIKAN Tim Pengembangan Jurnal Universitas Airlangga Kampus C Mulyorejo Surabaya

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EDITORIAL BOARD Editorial Board of The Indonesian Journal of Health Policy and Administration (Jurnal AKK) KETUA PENYUNTING (CHIEF EDITOR): dr .Widodo J.Pudjirahardjo MS.,MPH.,Dr.PH. WAKIL KETUA PENYUNTING (DEPUTY CHIEF EDITOR): dr. Joeti Kartiza Suyono, MPH. PENELAAH AHLI / MITRA BESTARI (EDITORIAL BOARDS): Prof.Dr.dr. Karjadi Wirjoatmodjo, Sp.An(K)IC . (RSUD Dr.Soetomo, Surabaya) Prof.Dr.dr. Marsetio Donosepoetro, Sp.PK.(Universitas Airlangga, Surabaya) Prof.dr. Hasbullah Thabrany, MPH.,Dr.PH. (Universitas Indonesia, Jakarta) Drs. Johny Setyawan, MBA. (Universitas Gajah Mada, Yogyakarta) Kamaljeet Singh Gill (National University Hospital, Singapore) Marcus Foo (National University Hospital, Singapore) dr. Iwan M. Muljono, MPH. (Dinkes Propinsi Jatim) dr. Edhy Listiyo, MARS. (RS Adi Husada, Undaan) Prof. Umar Nimran,MA.,Ph.D. (Universitas Brawijaya, Malang) dr. Purnawan Junadi,MPH.,Ph.D. (Universitas Indonesia, Jakarta) Prof. Dr. dr. Stefanus Supriyanto, MS. (Universitas Airlangga, Surabaya) Dr.drg. Nyoman A. Damayanti, MS. (Universitas Airlangga, Surabaya) Prof.Dr.dr. A. Razak Thaha, MSc.(Universitas Hasanuddin, Makassar) Dr.drg. R Darmawan Setijanto, M.Kes. (Universitas Airlangga, Surabaya) PENYUNTING PELAKSANA (MANAGING BOARDS): Dr.Dra.Ec. Thinni Nurul Rochmah, M.Kes. (Universitas Airlangga, Surabaya) Djazuly Chalidyanto, S.KM., MARS. (Universitas Airlangga, Surabaya) dr. Siswanto, MPH (Puslitbang Yankes) drg. Setya Haksama, M.Kes. (Universitas Airlangga, Surabaya) drg. Henny Poeri Margastuti, MARS. (RS Adi Husada, Kapasari) Ratna Dwi Wulandari, S.KM., M.Kes. (Universitas Airlangga, Surabaya) PELAKSANA TATA USAHA : Nur Isyana Aprilia, S.KM

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Table of Contents No 1 2

3 4

5 6 7 8 9 10

Title

Page

Influence Analyses of Officers Organizational and Occupational Commitment to Leprosy Program Performance in Public Health Center of Bojonegoro Regency Recommendation of Development QWL (Quality of Work Life) Based on QWL Effect Analysis on Nurse Job Satisfaction in Leprosy Hospital of Sumberglagah Pacet Mojokerto Recommendations for Improving The Organizational Learning of Creativity in Leprosy Hospital Sumberglagah 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 Performance Evaluation using Malcolm Baldrige National Quality Award for Improving Quality Service Analysis of The Influence of Predisposing, Enabling and Reinforcing Factors on Compliance of Pulmonary TB Treatment in Bojonegoro A Strategy Design of Marketing Based on Product Life Cycle as an Effort to Increase Visits to Ketapang Al hikmah Clinic in Sampang Regency Analysis Influence Self Leadership Development of the Head of Public Health Centers on Performance of Public Health Centers Recommendations to Improve Maternity Health Facility in the Work Area District Health Center Jrangoan Sampang Characteristics Analysis of Customers and The Types of Brand Associations as an Efforts to Improve The Utilization of Voluntary Counselling and Testing Clinic

123 128 129 136 137 142 143 146 147 151 152 158 159 164 165 168 169 173 174 180

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UNIVERSITAS AIRLANGGA DIREKTORAT PENDIDIKAN Tim Pengembangan Jurnal Universitas Airlangga Kampus C Mulyorejo Surabaya Vol. 10 - No. 3 / 2012-09 TOC : 10, and page : 174 - 180 Characteristics Analysis of Customers and The Types of Brand Associations as an Efforts to Improve The Utilization of Voluntary Counselling and Testing Clinic Analisis Karakteristik Pelanggan dan Types of Brand Associations dalam Upaya Meningkatkan Pemanfaatan Klinik Voluntary Counselling and Testing Author : Gede Danu W idarta | [email protected] 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, , Daftar Pustaka : 1. Direktorat Jenderal Pengendalian Penyakit dan Penyehatan Lingkungan, (2010). Pedoman Pelaksanaan Konseling dan Testing HIV Secara Sukarela. Jakarta : Departemen Kesehatan RI 2. Direktorat Jenderal Pengendalian Penyakit dan Penyehatan Lingkungan, (2011). Tes HIV dan Konseling Atas Inisiasi Petugas Kesehatan. Jakarta : Departemen Kesehatan RI 3. Fisk, Peter, (2006). arketing Genius alih bahasa P,J Rahmat Sutanto, david.S. Simatupang; Ivan Mulyadi. Jakarta : PT Elex Media Komputindo 4. Gaspersz, Vincent, (2007). Total Quality Management. Jakarta : Gramedia Pustaka Utama 5. Johns, Gymothy, (2010). Marketing Culture Unbound. Journal of Current Cultural Research. New Jersey : Linköping University Electronic Press 6. Keller, (2003). Strategic Brand Management: Measuring and Managing Brand Equity.. New Jersey : Prentice Hall 7. Keller, (2008). Strategic Brand Management. New Jersey : Prentice-Hall 8. Kotler, P & Keller, KL, (2009). Marketing Management. 13th ed. New Jersey : Pearson Prentice Hall

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UNIVERSITAS AIRLANGGA DIREKTORAT PENDIDIKAN Tim Pengembangan Jurnal Universitas Airlangga Kampus C Mulyorejo Surabaya 9. Kotler, P., Keller, (2012). Marketing Management. England : Pearson 10. Loken B., et al. , (2010). Brands and Brand Management. New york : Psychology Press 11. Schiffmann Leon G., Kanuk Leslie Lazar, (2004). Consumer Behavior. 8th ed. New Jersey : Prentice Hall 12. Seksi Penunjang Medik, (2009). Profil RSJ Mataram 2008. Mataram : RSJ Mataram 13. Seksi Penunjang Medik, (2010). Profil RSJ Mataram 2009. Mataram : RSJ Mataram 14. Profil RSJ Mataram 2010, (2011). Profil RSJ Mataram 2010. Mataram : RSJ Mataram 15. Supriyanto, S & Ernawaty, (2008). Pemasaran Jasa Industri Kesehatan. Surabaya : Universitas Airlangga

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UNIVERSITAS AIRLANGGA DIREKTORAT PENDIDIKAN Tim Pengembangan Jurnal Universitas Airlangga Kampus C Mulyorejo Surabaya

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