PENGARUH EKSTERNAL & INTERNAL INDIVIDU TERHADAP TINGKAT KEYAKINAN PEMANFAATAN FASILITAS KESEHATAN SERTA IMPLIKASINYA TERHADAP NILAI JASA ASURANSI KESEHATAN KOMERSIAL DI KABUPATEN ASAHAN
Dosen Prodi Perbankan dan Keuangan Jurusan Akuntansi
Politeknik Negeri Medan
The objective of this research is (1) identifying participant’s responses regarding performance of service marketing mixed in commercial health insurance in Asahan; (2) identifying participant’s consideration on individual internal and external factors of the commercial health insurance participant in Asahan upon their belief in using health facility; (3) identifying the influence of the service marketing mix to the participant’s belief in using health facility; (4) identifying the influence of the service marketing mix to the commercial health insurance service value; (5) identifying effect of individual internal and external factors to the participant’s belief in using health facility; (6) identifying effect of participant’s belief in using health facility to the service value.
Participant’s perception into performance of commercial Health Insurance Service Marketing Mixed is quite positive in general. Individual external and internal factors that the health insurance participants considered about are family, friends, age, social status, learning process, purchasing power, lifestyle, motivation, and trust. Performance of service marketing mixed affects the participant’s belief in using health facility. Whether it is seen partially in fact the individual external factor dominantly influences belief in using health facility instead of the individual internal factor. The highest indicator weight of the indicators formed by individual external factors is placed in social status, while the lowest one is culture. Participant’s belief in using health facility has negatif impact in health insurance service value.