KEPUTUSAN PEMBELIAN K4 OLEH IBU HAMIL DI WILAYAH KERJA PUSKESMAS TEMBOK DUKUH
ABSTRACT: Antenatal Care has
important role in reducing the number of maternal illness and death. Low number
of fourth visit in
antenatal care (K4)
indicates the weak
effort in controlling
high risk pregnancy.
Based on consumer’s buying
decision process, this research aimed
to analyze why
fourth visit in
antenatal care in Puskesmas
Tembok Dukuh decrease.
This is a
crosssectional research with
quantitative methods. 80
mothers who had given birth in March to June 2012 were participated. The
questionnaires distributed to dig up
mother’s characteristics
(demographic, socioeconomic, and psychographic)
and their buying
decision (buying process, purchasing decision,
post-purchasing behavior). The
results of this
research are: (1)
the major buying
process were needs identification, information-searching and alternatives
evaluation, (2) there was no difference between the self decision and other’s
decision-making, (3) most of them used previous health service for their fourth
visit antenatal care, (4) the low support of psychographic about antenatal
care, the unmet needs for antenatal care, no accurate information about
antenatal place, type of action, and benefits of each action during antenatal
care, and facilities are unsatisfactory were
factors which contribute
to the mother
absent in fourth
visit antenatal care, (5)generally post-purchasing behavior
was good.
Penulis: Astari Marullyta,
Widodo J. Pudjirahardjo
Kode Jurnal: jpkedokterandd130154
