<![CDATA[ABSTRAK Latar belakang: Beberapa Puskesmas di Kota Semarang sudah memiliki pelayanan IVA (Inspeksi Visual Asam Asetat) sebagai suatu upaya deteksi dini kanker serviks bagi wanita usia subur namun pemanfaatan pelayanan IVA masih belum mencapai target. Adapun tujuan dalam penelitian ini yaitu menganalisis strategi dan aspek bauran pemasaran untuk meningkatkan cakupan pelayanan IVA (Studi Kasus di Puskesmas Kedungmundu Kota Semarang.Metode: Penelitian kualitatif menggunakan pendekatan deskriptif. Teknik pengumpulan data yaitu indepth interview dengan purposive sampling. Variabel yang diteliti adalah produk, harga, tempat, promosi, faktor internal, eksternal dan cakupan pelayanan.Hasil: Cakupan pelayanan IVA di Puskesmas Kedungmundu mengalami peningkatan namun belum masih belum mencapai target. Pada aspek produk, masih ada pasien yang merasa takut dan proses informasi konseling belum lengkap. Aspek harga menunjukkan bahwa tidak ada masalah dalam hal biaya, waktu dan kenyamanan pasien. Aspek tempat menunjukkan bahwa lokasi dan durasi pelayanan sesuai kebutuhan pasien. Aspek promosi, belum rutin melakukan sosialisasi dan penggunaan media promosi tentang IVA belum optimal. Hal ini didukung dengan faktor internal yang menunjukkan kurangnya jumlah petugas terlatih IVA serta faktor eksternal menunjukkan bahwa sarana prasarana sudah mencukupi namun kualitas standar operasional prosedur belum diperhatikan.Simpulan: Oleh karena itu, Puskesmas Kedungmundu perlu memberikan informasi konseling yang lengkap, berkoordinasi dengan Dinas Kesehatan Kota Semarang tentang kualitas supervisi, meningkatkan jumlah petugas yang menerima pelatihan IVA dan meningkatkan promosi.Kata kunci: Analisis, pelayanan IVA, bauran pemasaran ABSTRACT Title: Strategy and Marketing Mix Aspect to Increase Acetic Acid Visual Inspection Service Covergae (Case Study at Kedungmundu Public Health Center, Semarang City)Background: Several Public Health Center in Semarang City already have VIA (Visual Inspection with Acetic Acid) services as an effort to detect cervical cancer for women of reproductive age however, the utilization of VIA services have not reached the target. This study aimed to analyze the marketing mix strategy to increase the coverage of VIA services (Case Study at Kedungmundu Public Health Center, Semarang City).Method: Qualitative research uses a descriptive approach. The data technique is in-depth interviews with purposive sampling. The variables studied were product, price, place, promotion, internal factors, external service coverage.Result: The coverage of IVA services at the Kedungmundu Health Center has increased but has not yet reached the target. In the product aspect, there are still patients who feel afraid and the counseling information process is incomplete. The price aspect shows that there is no problem in terms of cost, time and patient comfort. The place aspect shows that the location and duration of service match the patient's needs. Promotion aspect, socialization is not routine yet and the use of promotional media about IVA is not optimal. This is supported by internal factors which indicate a lack of VIA trained personnel and external factors, it shows that the facilities and infrastructure are sufficient however the quality of procedur operational standard have not been attention.Conclusion: Thus, Kedungmundu Public Health Center need to give complete counseling information, coordination with the Semarang City Health Office about supervision quality, increasing the number of officers receiving VIA training and increasing promotion.Keywords: Analysis, VIA service, marketing mix]]>
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