UTILIZATION IMPROVEMENT OF EMERGENCY UNIT WITH
CONSUMERS CARACTHERISTICS SOCIO PSYCOGRAPHIC ANALYSIS
AND BRAND KNOWLEDGE AT PHC HOSPITAL SURABAYA

Martianawati
Page No. 26-34

Emergency Unit of PHC Hospital Surabaya is one of the leading service unit which has an
important role due to the 24-hour service is provided and supported by comprehensive equipment
specifically for emergency action. During its development, PHC Hospital emergency unit utilization
decreased from 2007-2011. To view the causes of this decrease we use socio psychographic analysis
of characteristics of the consumers and brand knowledge to the community in an area of 3 km from
the PHC Hospital.This research uses a type of observational. Research conducted research include
cross sectional. The sampling technique used was Cluster Sampling. The first grouping based on the
level of the village, and the second is the grouping level Of RT. 30 Pillars of neighbor taken 5
respondents respectively each Pillars of neighbors randomly. Sample from this research as much as
150 respondents.From the survey results revealed that people in about 3 km from PHC Hospital are
women between the ages of 31 to 50 years with the economic status of middle where most of the
respondents between the junior and senior high school education. People Who work with the
Entrepreneurs with an income of one million dollars until two million rupiah each month choose go
to the hospital because of the quality and people who working as an employee with income two
million dollars until three million rupiah per month choose go to the clinic because of the price.
Brand knowledge, Brand Awareness, especially shows that Emergency Units of PHC Hospital is the
second in the Top of Mind community. While the Brand Image of Emergency Units of PHC Hospital,
people still favor the rate and manner of payment in the Emergency Units of Competitors
Hospital.The conclusion of this research is For the market share of down to middle level, the
recommendations can be given is the embrace of market segments around the PHC Hospital,
increased promotion, adjust rates, cooperation with third parties. For the market share of middle to
high level, the recommendations can be given is to maintain market opportunities, strengthen
education inside and collaboration with third parties.
Keywords: Emergency unit of the Hospital, Consumen Socio psychographics, Brand knowledge.