RE-POSITIONING AN M-HEALTH APPLICATION BASED ON USER PERCEPTION USING PERCEPTUAL MAPPING (A CASE OF KIMIA FARMA MOBILE IN INDONESIA)
Rafiqah Khairunnisa S.M. (a), Dra. Indrawati MM., Ph. D (a), Dr. Maria Apsari Sugiat, SE, MM (a)

a) School of Business and Economics, Telkom University
Jalan Telekomunikasi no. 1 Bandung
rafiqahk[at]student.telkomuniversity.ac.id
indrawati[at]telkomuniversity.ac.id
mariasugiat[at]telkomuniversity.ac.id

Abstract

The health industry in Indonesia is currently still in the reform phase from principle 4.0 to principle 5.0. PT. Kimia Farma Tbk requires a more integrated system for each party, which can connect every individual according to their needs, provide concrete information, and provide optimal medical care based on consumer needs. The formation of consumer behavior that is more technologically literate when faced with health makes the pharmaceutical market increasingly competitive and requires factors that drive company value to survive and win in the competition. Currently, the efforts made by PT. Kimia Farma Tbk to make it easier for its patients to access health services and medicines is by creating a super app called Kimia Farma Mobile. Kimia Farma Mobile comes with a simple and user-friendly UI/UX, has a complete range of products, offers booking health check-up services with a network of clinics and the nearest pharma chemistry lab. This application has a good rating on the Playstore with reviews that are dominated by 5 stars, but when compared to competitors such as Halodoc and Alodokter the percentage of mobile pharma chemical downloads is still very below competitors.
The purpose of this study was to analyze the positioning of the three medical applications (Kimia Farma Mobile, Halodoc, and Alodokter) from user perceptions in Indonesia. The analysis is done by Perceptual Mapping with Multidimensional Scaling method. The model of the research framework is designed based on a literature study and is motivated so that the attributes used are in accordance with the object in this study, namely medical applications.
Data was collected through an online survey (GoogleForns) and collected from 400 respondents who used the three medical applications (Kimia Farma Mobile, Halodoc, and Alodokter) in Indonesia. All data collected were verified for validity and reliability. The data analysis technique used is Multidimensional Scaling (MDS) visualized by perceptual mapping.

Keywords: Positioning-Perceptual Mapping-Multidimensional Scaling-M-Health-Customer Perception

Topic: Digital Marketing