| Summary: | ABSTRACT
Health Training Institution (Bapelkes) in Yogyakarta, possessed product and services that should be well marketed. The way to examine market potensial was by having survey of customer interest. This survey is important because of the decreasing of indicator of the utilizing level of Seat Of Rate (SOR), Bed of Occupancy Rate (BOR) and PNBP of 1995-2000 period.
The aim of this research was analyze whether some factors that were attitude, subjective norm and past experinece had influence on the interest of customer in utilizing the Health Training Institution in Yogyakarta. Survey was done with cross sectional design, toward the old and new customer in the instance/organization of Departement of Health, Non Departement of Health and general user in the Province Yogyakarta. The sample of this research was 200 customers who were chosen with with purposive sampling. Likert scale was used for the questionare that contains of questions regarding 12 diminesion of services of Health Training Institution in Yogyakarta. Analysis was done by using Theory of Reasoned Action from Fisbhein & Azjen (1975) and Attitude-Behavior Relation Model from Bantler & Specart (1979), Multiple Regression test and t-test.
Attitude, subjective norm and past experience to the new and old customer had positive score toward 12 dimension services and had significant influence toward interest. Two customer groups agree the dimension services of satisfication, friendliness, guaranteed and cheap cost. Nevertheless, they were disagreed toward dimension of employee professionalism, honesty and the easy way of ordering. Subjective norm two customer groups arrange superior/leader, colleague, best friend, staff, employee Bapelkes and rules government. Subjective norm and past experience, for old customers hadmore significant influence toward interest comapred with their attitude. On the otherhand, for new customer's attitude was more significant than their subjective norm. Indeed, there was no difference between the two customer groups.
In conclusion, attitude, subjective norm and past experience had positive score toward 12 dimension service and significant influence toward interest of customer. It was recommended for Health Training Institution Yogyakarta, to improve of employee profesionalism, honesty and the way ordering places as well as maintaining cheap cost. Therefore, promotion strategic used personal selling and should be consider reference or superior/ leader, colleague, best friend and their staff.
Keywords: dimension of health services-cutomer behavior - promotional strategy
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