THE INFLUENCE OF MARKET SEGMENTATION CHARACTERISTICS AND SERVICE EXCELLENCE ON OUTPATIENT SERVICE SELECTION DECISIONS AT RSAU dr. ESNAWAN ANTARIKSA

Outpatient services are a crucial element in the healthcare system, continuously evolving as public awareness of service quality increases. This study aims to analyze the influence of market segmentation characteristics and service excellence on the decision to choose outpatient services at RSAU dr. Esnawan Antariksa. Market segmentation includes demographic, geographic, and psychographic factors, while service excellence encompasses facility quality, staff responsiveness, comfort, and service speed. This study employs a quantitative research method with a descriptive and analytical approach. Data were collected through a survey using questionnaires distributed to patients or their families who utilized outpatient services at the hospital. Data analysis was conducted using statistical tests to measure the relationship between independent and dependent variables. The results indicate that market segmentation characteristics and service excellence significantly influence patients' decisions in choosing outpatient services. The main factors affecting patient decisions include medical service quality, hospital reputation, accessibility, and financial aspects such as cost transparency and insurance coverage. Service excellence, such as staff friendliness and personalized services, also positively impacts patient satisfaction and loyalty.