ABSTRACT
Background: The utility level of student healthcare program at Husada Bhakti medical clinic Yogyakarta is not yet optimum.The researcher is aimed at knowing and understanding the consumer’s attitude would be useful for making marketing strategy especially to change and strengthen the consumer’s attittude to use the exiting health service optimally.
Method: The research uses survey method with cross-sectional research setting. The survey involves 270 students.The data is analyzed using descriptive analysis,multiple correlation, multiple regression, and Chi Square.
Background: The utility level of student healthcare program at Husada Bhakti medical clinic Yogyakarta is not yet optimum.The researcher is aimed at knowing and understanding the consumer’s attitude would be useful for making marketing strategy especially to change and strengthen the consumer’s attittude to use the exiting health service optimally.
Method: The research uses survey method with cross-sectional research setting. The survey involves 270 students.The data is analyzed using descriptive analysis,multiple correlation, multiple regression, and Chi Square.
Result: The result of the correlation shows that the relationship between cognitive aspect and the utility level of the program is significant with coefficient correlation 0,379 ; P<0,01.There is relationship between affective aspect and the utility level with coefficient correlation 0.366; P<0.01. The relationship between conative aspect and the utility level also shows significant with coefficient correlation 0.485; P<0,01.Subsequently, based on regression analysis, it is found that the three variables: cognitive, affective, and conative aspects have significant relationship with the utility level of the program with coefficient correlation(R)= 0,4412; coefficient determinant(R2)=0,1947,F=7,7 P<0.01, and coefficient regression partially is: cognitive (X1)=0,183, affective (X2)= 0,11, and conative (X3)=0,265.From effective contribution,it is known that conative aspect has the most dominant influence toward the utility level of the PPKM program.Chi-square analysis found figure 5,42; P<0.042 meaning that there is significant difference between the student’s attitude who live in boarding houses and the attitudeof the students who live at their own homes. The students who live in boarding houses show more positive attitude toward the program rather than those live at their own homes. Conclusion: Aspect of cognitive, affective, and conative have influence toward utility levelof PPKM program, and conative aspect is the most influential of all.Moreover,the student who live in boarding houses and at homes show difference attitude toward the program.
Keywords: Attitude, Attitude Aspect, Utility
Keywords: Attitude, Attitude Aspect, Utility
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