ANALISIS STUDI KELAYAKAN BISNIS PADA KLINIK RANIA DENTAL CARE DI TINJAU DARI ASPEK PASAR DAN PEMASARAN

Abstrak

Dental and oral healthcare services have become a priority need for society as awareness of overall health increases. This study aims to analyze the business feasibility of Rania Dental Care Clinic in Pekanbaru from the market and marketing aspects. The analysis is conducted to identify market potential, understand the trends in dental healthcare service consumption, and evaluate the marketing strategies implemented by the clinic. The research method used is a qualitative approach with data collection techniques through in-depth interviews, field observations, and documentation. The results show that the clinic's target market includes individuals from various age groups, with a focus on the middle to upper segment. Digital-based marketing strategies, such as the use of social media and service package promotions, have had a positive impact on increasing the number of patients. Furthermore, the clinic offers services such as teeth cleaning, braces installation, teeth whitening, and denture creation, tailored to market demand trends. From a management perspective, the implementation of strict SOPs and regular staff training ensures the quality of services is maintained. The conclusion of this study emphasizes that Rania Dental Care Clinic has significant market potential and effective marketing strategies to maintain its competitiveness. Recommendations for the clinic include enhancing digital promotions that are more educational and considering service expansion in other areas of Pekanbaru.