PREFERENSI MASYARAKAT MUHAMMADIYAH SURAKARTA TENTANG PELAYANAN KESEHATAN DI SEKOLAH MELALUI PENDEKATAN METODE ANALISIS KONJOIN

Background: Muhammadiyah society was estimated to constitute about 15% of Surakarta population. However, the number of inpatients of PKU Muhammadiyah hospital comprised only about 1% of the Muhammadiyah society. At present there are 1.02 schools in the city belonging to Muhammadiyah, which may become a potential market for the hospital. In view of the limited information available about the preference of this market for school health services, this study was conducted to investigate the attributes of importance regarding health services that this market would prefer to be made available. Methods: Initially Focused Group Discussions was carried out with a sample of the Muhammadiyah society to explore the attributes relevant to consumers. Then the conjoint analysis was conducted to determine the consumers' preference to the multi-attributes of health service offered. These attributes were orthogonally arranged into 10 unique health service package cards. These cards were then presented to each of the 100 respondents, who assigned value to each card. Respondents were chosen by multistage sampling. Results: The health expenditure among this sample was similar to that of the Surakarta population. The utilisation pattern of outpatient and inpatient care services among Muhammadiyah families differed from patients of PKU Muhammadiyah hospital. The results of conjoint analysis show that the most preferred attribute of the health service package is the service frequency, in which 42% of the respondents preferred one visit per week. The next important factor is the type health service provider, in which 26% of respondents prefer physicians than other providers. The next important factor is out-of-school time service, which was preferred by 18% of the respondents. The variety of drugs was the least important factor, which was of concern to only 13% of the respondents. Conclusion: The health service packages to be marketed should embody highly preferred factors, including the frequency of health service provision (i.e. once a week), the type of provider (i.e. physician), and out-of-school time service (supported with membership card). The variety of drugs is the least important factor. Keywords: preference, conjoint analysis, school health service, Muhammadiyah Societ