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Kegiatan pemasaran yang dilakukan oleh RS pada dasarnya adalah upaya untuk memahami kebutuhan dan keinginan para pelanggan yang memerlukan jasa pelayanan kesehatan yang disediakan rumah sakit. RS PMC dengan beberapa pesaing di sekitarnya memiliki angka kunjungan persalinan yang masih rendah. Penelitian ini bertujuan untuk mengetahui hubungan antara karakteristik personal dan bauran produk dengan keputusan pembelian pelayanan persalinan di RS PMC. Penelitian ini bersifat deskriptif analitik dengan menggunakan desain cross sectional, Pendekatan penelitian menggunakan kuantitatif dan kualitatif. Instrumen yang digunakan adalah kuisioner dan wawancara mendalam terhadap manajemen RS PMC. Jumlah sampel sehanyak 76 responden yang diperoleh dari pasien poli kandungan. Analisa menggunakan uji univariat, bivariat dan multivariat. Hasil analisa bivariat dan multivariat didapatkan bahwa persepsi terhadap harga persalinan mempengaruhi keputusan pembelian pnlayanan persalinan. Melalui wawancara diketahui bahwa RS PMC memiliki paket persalinan SC dan paket persalinan normal yang dalam tahap uji coba. Peneliti menyarankan agar tariff yang ditetapkan oleh RS PMC saat ini sebaiknya dipertahankan dan memperluas jaringan kerjasama dengan perusahaan dan asuransi baik yang di wilayah Jakarta maupun sekitarnyadengan memberikan informasi kepastian biaya persalinan atau system yang ada di RS PMC.

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Basically marketing conducted by hospital is an effort to recognize the customer's need and want that calls for health care service provided by hospital. The Port Medical Centcr (PMC) Hospital and the competitors nearby have the low number or delivery care visit. The Study was aimed to asses the association of patient's characteristics and mix product with decision to buy of delivery care service in PMC Hospital. The study was an analytic descriptive using cross-sectional design. It used quantitative and qualitative study approach. Instrument used in the study was questionnaire and the in-depth interview was oonducted toward the management of PMC Hospital. There were 76 respondents as sample gained from the obstetric and gynecology clinic. Statistic analysis used was univariate, bivariate and multivariate test. Bivariate and multivariate analysis revealed that the perception of delivery care price influenced the decision to buy of delivery care service. From the interview conducted in hospital showed that PMC Hospital had SC and normal delivery care packages that was in trial. The study recommended the price decided by the PMC Hospital should be maintained and the hospital should enlarge the network with other companies and insurance companies in the region of Jakarta and around it by providing the information of certain price of delivry care service of package system that is available in the Hospital.

Abstrak: Pasien yang menderita Gagal Ginjal Terminal harus mendapatkan Terapi Pengganti Ginjal berupa transplantasi ginjal, hemodialisis atau peritoneal dialisis. Diperkirakan pasien gagal ginjal terminal di Indonesia yang membutuhkan cuci darah atau dialisis sekitar 150.000 orang. Namun yang sudah mendapatkan terapi dialisis baru sekitar 100.000 orang. Pelayanan CAPD di Klinik Khusus Ginjal Ny. R.A. Habibie sudah dimulai sejak tahun 2010 namun jumlah pasien CAPD masih sedikit. Tujuan penelitian ini untuk menganalisis Strategi Pemasaran Pelayanan Continuous Ambulatory Peritoneal Dialysis di Klinik Khusus Ginjal Ny. R. A. Habibie Batam Tahun 2016. Desain penelitian yang digunakan adalah analitik deskriptif dengan pendekatan kuantitatif dan kualitatif. Alat yang digunakan dalam penelitian ini berupa lembaran kuesioner, cek list indikasi dan kontraindikasi CAPD, Lembar pertanyaan untuk informan CAPD, Lembar Pedoman Analisis Situasi. Tahapan analisis yang digunakan adalah strategi Fred R.David yang kemudian dilanjutkan dengan Segmenting, Targeting dan Positioning, lalu menentukan bauran pemasaran (Product, Promotion, Price, Place, People, Physical evidence, Process, Customer Service). Strategi Pemasaran yang layak dan sesuai dengan analisis situasi adalah : Market Penetration dan Product Development. Pemasaran produk pelayanan di Klinik Khusus Ginjal Ny. R. A. Habibie Batam dapat berupa periklanan melalui berbagai media seperti talk show di radio, talk show di stasiun televisi di kota Batam, dan leaflet; penyebaran leaflet di ruangan pelayanan Ilmu Penyakit Dalam; promosi penjualan, dan pembinaan dokter puskesmas. Selain itu bisa dilakukan promosi secara online. Dan dokter di Klinik Khusus Ginjal Ny.R.A. Habibie Batam dan di Rumah Sakit Budi Kemuliaan Batam diberangkatkan ke Bandung untuk mengikuti pelatihan operasi pemasangan catheter tenckhoff metode Bandung. Kata kunci : Terapi pengganti ginjal, Transplantasi ginjal, Hemodialisis, CAPD, Strategi Pemasaran Bauran Pemasaran, , Analisis situasi. Patients who suffer from Kidney Failure Terminal should get kidney replacement therapy in the form of kidney transplantation, hemodialysis or peritoneal dialysis. It is estimated that patients with terminal renal failure in Indonesia who need dialysis or dialysis of approximately 150,000 people. But that is already getting dialysis therapy about 100,000 people. CAPD Services at Mrs. R.A. Habibie Special Kidney Clinic began in 2010 but the number of CAPD patients is still small. The purpose of this study to analyze the Marketing Strategy of Continuous Ambulatory Peritoneal Dialysis Services at Mrs. R.A. Habibie Special Kidney Clinic Batam Year 2016. The design study is an analytic descriptive with quantitative and qualitative approaches. The tools used in this study a questionnaire sheet, check list CAPD indications and contraindications, and questionnaires for informants CAPD, Guidelines Situation Analysis Sheets. Stages of analysis is Fred R.David strategy followed by Segmenting, Targeting and Positioning, and then determine the marketing mix (Product, Promotion, Price, Place, People, Physical Evidence, Process, Customer Service). Marketing strategies are feasible and in accordance with the analysis of the situation is: Market Penetration and Product Development. Product marketing services in Mrs. R.A. Habibie Special Kidney Clinic Batam may include advertising through various media such as radio talk shows, talk shows on television stations in the city of Batam, and leaflet; for distributing leaflets in internist pollyclinic service room; sales promotion, and training doctors clinic. In addition it can be done online promotions. Mrs. R.A. Habibie Special Kidney Clinic Batam and Budi Kemuliaan Hospital Batam send to Bandung to attend training catheter fixing operation Tenckhoff Bandung method. Keywords : Renal Replacement Therapy, Kidney Transplant, Hemodialysis, CAPD, Marketing Strategy, Mix Marketing , Situation Analysis