Is buying behavior influenced by segmentation?

Abstract

Buying behavior in choosing health care is a long process. Segmentation is one of the things that underlie the decision of the patient. This study aims to determine the buying behavior of patients who do the first child labor and its relationship with buying behavior in RSIA Puri Bunda (PB) Malang. This research use cross sectional method. The sampling technique used the total sampling method, i.e. all inpatients that gave birth to the first child at the time of this study were executed. The number of samples was 55 respondents in April-May 2017. Data were analyzed using multinomial logistic regression. The results showed that customer segmentation of RSIA PB was from Blimbing sub-district, 21-25 years old, last high school education, income