The influence of the Service Marketing Mix and the Individual External & Internal Factors on the confidence of using Health Facilities and Its Implication at the Service Value of the commercial health insurance in DKI Jakarta, Indonesia, 2004. Head of Dissertation Supervisor Team: Prof. DR. H. Surachman Sumawiharja, SE. Members: DR. Hj. Dwi Kartini, Spec. Lic and Prof. DR. Hasbullah Thabrany. The objective of this research is (1) identifying participant's responses regarding performance of service marketing mixed in commercial health insurance in DKI Jakarta; (2) identifying participant's consideration on individual internal and external factors of the commercial health insurance participant in DKI Jakarta upon their belief in using health facilities; (3) identifying the influence of the service marketing mix to the participant's belief in using health facility; (4) identifying the influence of the service marketing mix to the commercial health insurance service value; (5) identifying effect of individual internal and external factors to the participant's belief in using health facility; (6) identifying effect of participant's belief in using health facility to the service value.

Research method that is used is descriptive survey and explanatory survey methods. Its unit analysis is insurance participants of three companies, namely Jamsostek, Askes, and Tugu Mandiri in DKI Jakarta, and there are 400 participants as samples. Time horizon in this research is cross-sectional. Participant's perception into performance of commercial Health Insurance Service Marketing Mixed is quite positive in general. Individual external and internal factors that the health insurance participants considered about are family, friends, age, social status, learning process, purchasing power, lifestyle, motivation, and trust. Performance of service marketing mixed affects the participant's belief in using health facility. Whether it is seen partially in fact the individual external factor dominantly influences belief in using health facility instead of the individual internal factor. The highest indicator weight of the indicators formed by individual external factors is placed in social status, while the lowest one is culture. Participant's belief in using health facility has negative impact in health insurance service value. Upon the research finding, the writer propose the recommendation to improve health insurance service value. To improve the performances of the health employee, the service process and the facilities of the health providers.

To design the variations o the health insurance product which meet to the need and requirement of the participant and to develop the new promotion tool which focusing in the personal selling and the word of mouth communication.