HEALTH PROMOTION HEALTHY BEHAVIOR AND RELIGIOSITY ON SUSTAINABLE MARKETING OF HEALTHCARE SERVICES
The study focused on the development and review of healthcare marketing of the presence of changes in culture, behavior, and community religiosity during the pandemic, with work from home and demands for new behaviors to maintain health, according to health protocols such as healthy clean life style behavior (PHBS) are interesting phenomena that can be researched and observed. Health is the main capital for activities, work, worship, and other things. The existence of an attitude of religiosity in the culture of people's behavior during the pandemic, and according to religious teachings, especially Islam to behave in a clean and healthy life, is highly recommended because cleanliness is the base of health, and cleanliness is seen as part of faith. The application of clean and healthy living behavior (PHBS) in Indonesian society is still a classic problem, this is due to a lack of knowledge about the benefits of healthy living and various factors of common habits carried out by previous generations, such as urinating or defecating inappropriately even in the middle river. Cities, not washing hands and wearing masks with discipline, keeping a distance, are daily occurrences of non-compliance with PHBS that are still common. Currently, there is still little social marketing research based on the new science of Economics and Health, by measuring how the role of religiosity and culture of living according to PHBS in Hospitals (Health Service Providers) in particular to encourage and change the behavior of health consumers (patients) positively. The research is intended to answer the problems and research gaps theoretically, methodologically and practically, include conceptualizing the differences between the roles of religiosity and culture to achieve optimal clean and healthy behavior changes, the implications of which are still debated. The conceptual definition of this is also still not conclusive from a health management perspective. The novelty that is targeted in this research is the development of models and validation of measurements of the role of religiosity in the context of consumer healthy living behavior during a pandemic with perceptions of benefits, beliefs and risks that must be faced in readiness for behavior change towards the new normal.
benefits, health insurance, health services, pandemic, public health service