Analisis Pasar Dan Segmentasi Pasar Pengembangan Bisnis Rumah Sakit Islam Surabaya

Ramadhanti, Balqis Nurlaili (2022) Analisis Pasar Dan Segmentasi Pasar Pengembangan Bisnis Rumah Sakit Islam Surabaya. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Pelayanan kesehatan memiliki tujuan utama untuk memberikan pelayanan secara masyarakat umum. Pelayanan kesehatan salah satunya dapat diperoleh dari rumah sakit. Seiring pertumbuhan jumlah penduduk, kebutuhan layanan kesehatan semakin meningkat. Keberadaan rumah sakit sangat penting untuk memberikan pelayanan kesehatan bagi masyarakat. Terutama pada Rumah Sakit Islam A. Yani Surabaya yang berencana untuk mengembangkan bisnisnya dengan membuka gedung baru rumah sakit dan ingin memperluas pasarnya. Maka dari itu, penelitian ini dilakukan dengan tujuan untuk melakukan analisis pasar dan segmen pasar agar dapat mengetahui pasar potensial bagi rumah sakit. Desain penelitian yang digunakan yaitu kualitatif eksploratif dan desain penelitian kuantitatif survei dengan menyebarkan kuesioner kepada responden dengan sampel minimal 100 orang. Pengumpulan data primer dilakukan melalui penyebaran kuesioner dan focus group discussion (FGD) kemudian dianalisis menggunakan PESTEL, SWOT, dan TOWS. Sedangkan pengumpulan data sekunder akan dianalisis menggunakan analisis kompetitor dan market share estimation. Hasil penelitian ditemukan bahwa segmen pasar adalah rata-rata masyarakat yang tinggal di Surabaya Selatan atau bertempat tinggal dalam radius 20 km dari lokasi rumah sakit. Target pasar adalah masyarakat kelas menengah ke atas. Positioning Rumah Sakit Islam Surabaya dibandingkan dengan rumah sakit lain mampu bersaing dengan fasilitas dan layanan unggulan yang lengkap. Diketahui pula hasil perhitungan market share estimation sebanyak 163.570 orang, di mana jumlah tersebut merupakan jumlah potensial diluar jumlah pasien Rumah Sakit Islam Surabaya saat ini.
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Health services have the main goal of providing services to the general public. One of the health services can be obtained from the hospital. As the population grows, the need for health services is increasing. The existence of a hospital is very important to provide health services for the community. Especially at Rumah Sakit Islam A. Yani Surabaya, which plans to expand its business by opening a new hospital building and wants to expand its market. Therefore, this research was conducted with the aim of conducting market analysis and market segments in order to find out the potential market for hospitals. The research design used is exploratory qualitative and survey quantitative research design by distributing questionnaires to respondents with a minimum sample of 100 people. Primary data was collected using questionnaires and interviews and then analyzed using PESTEL, SWOT, and TOWS. Meanwhile, secondary data collection uses competitor analysis and market share estimation. The results of the study found that the market segment is the average community living in South Surabaya or residing within a radius of 20 km from the location of the hospital. The target market is the upper middle class. The positioning of Rumah Sakit Islam A. Yani Surabaya compared to other hospitals is able to compete with complete superior facilities and services. It is also known that the market share estimation results are 163,570 people, where this number is a potential number outside the current number of patients at Rumah Sakit Islam A. Yani Surabaya.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Analisis Pasar, Segmentasi Pasar, Analisis Kompetitor, Pasar Potensial, Rumah Sakit, Market Analysis, Market Segmentation, Competitor Analysis, Potential Market, Hospital
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD1393.25 Business enterprises
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Mr. Marsudiyana -
Date Deposited:	13 Oct 2025 07:59
Last Modified:	13 Oct 2025 07:59
URI:	http://repository.its.ac.id/id/eprint/128586

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