PERSEPSI PELANGGAN DALAM PENGEMBANGAN STRATEGI BRAND POSITIONING: STUDI KASUS DI RSUD BADUNG KABUPATEN BADUNG, PROVINSI BALI

Background: Competition in the hospital industry is becoming higher with the advent of many health care institusions from the level of management that are traditional to modern, both public and private. The marketing strategy will lead the hospital to conduct a brand analysis that found the cause of the problem. Hospital brand not only appear on physical appearance such as the lay out of the hospital, logo and motto, but also the service to consumers include the competency of doctor, nurse services, medical facilities and communications that led to customers perception of the brand hospital of RSUD Badung. Badung General Hospital is a government hospital district of Badung competitors who have private hospitals and government hospitaldistrict of area adjacent. The numbered of complaints and the emergence of a negative stigma directed at Badung General Hospital which may effect the brand. Objectives: To understand perception of the customer in the development of brand positioning strategies of Badung General Hospital Method: Descriptive case studies using quantitative methods with cross sectional. The collection data using a closed questionaire with Likert scale and open ended question with internal customers sample size of 79 people and external sampel 116 people. Sampling by convenience sampling technique. Data were analyzed with decriptive statistics. Result: The survey result show that the costumers perception of the brand doctors, facilities and hospital tariff included in either category. While the appearance of the hospital and treatment is still in the category of fairly. Perception are very prominent is the identity of a hospital that has not attracted and too difficult for remember so that costumers expect the replacement of the logo and name of hospital. Conclusion: Internal and external customer perception of the brand doctors, facilities, tariff and has good positioning, but care brand and the appearance of the hospital is still in enough categories so that needs to be improved. Particularly in terms of identity the hospital expected to be revised as the initial step hospital marketing. Keyword: customer perception, brand positionin