BALANCE: Economic, Business, Management and Accounting Journal, Jul 26, 2019
Occurrence at risk of infection, risk of injury and stress of hospitalization are three events th... more Occurrence at risk of infection, risk of injury and stress of hospitalization are three events that often occur in children who are hospitalized with infusion. During this time the efforts of these events have only been overcome by the installation of a buffer on the hand and fixation with gauze rolls that are looped on the child's arm only so that this can only reduce the risk of infection. Provision of infusion nest products (infusion gloves) is an effort to prevent and reduce the occurrence of these three events. Infusion nest products are creative innovations that have been made because so far there are no similar products in hospitals. Marketing research on consumers of nest infusion products is carried out to determine the potential of the market and the behaviors that develop in consumers so that clear information about the customers of infusion nest products can be obtained, especially in hospitals that are sheltered by Muhammadiyah Hospital in Surabaya-Sidoarjo. One of the important data to analyze is data about certain segments of the customer and how the infusion nest producers are able to place their product position on consumer perceptions. This is very important to determine the marketing strategy. appropriate. Customers from hospitals that are in large numbers in Surabaya and scattered are certainly not possible to analyze all, so we need a marketing research procedure by taking samples. samples designed to obtain data on demographic characteristics, psychography, behavior and consumer preferences. In addition, information about perceptual maping from consumers on infusion nest products is needed to find out the map of respondents' perceptions of the nest infusion product attributes. From consumer preference data on marketing attributes of nest infusion products customer segmentation can be done to obtain information about groups of customers based on the choice of the most important attributes. In addition, each segment can be described the characteristics of psychography, demographics and behavior to see the characteristics of each segment. The data about positioning provides information on product position in customer perceptions based on marketing attributes that are superior to infusion nest products. From the data obtained from filling out the questionnaire after validation through Focus Group Discussion with child nurse nurses in two Muhammadiyah Hospital (RS) namely Siti Khodijah Hospital Along and RSIA Aisyiah Pacarkeling Surabaya it was found that infusion nest customers, can be grouped into 2 groups with preference characteristics, demographics, psychography, and different behaviors. While the positioning of infusion nest products in consumer perceptions is still relatively close to a number of superior attributes, such as there are no similar products on the market, products are comfortable for children, products can make it easier for nurses to observe infusion conditions in accordance with hospital accreditation but prices offered by producers can increase the cost of installing IVs so that they can only be temporarily reached by patient patients non BPJS users.
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