Jurnal Administrasi Kesehatan Indonesia
ISSN 23033592
Vol. 1 / No. 2 / Published : 2013-04
Order : 5, and page :147 - 155
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Original Article :
The effect of brand equity on people selection in muhammadiyah surabaya hospital utilization
Author :
- Istanti Setyo Nugroho*1
- Thinni Nurul Rochmah*2
- Fakultas Kesehatan Masyarakat, Universitas Airlangga, Surabaya
- Fakultas Kesehatan Masyarakat, Universitas Airlangga, Surabaya
Abstract :
Bed Occupancy Rate of Muhammadiyah Surabaya Hospital in 2010 -2012 did not reach the goalstandard. The trend of outpatient visits also declined. This research conducted to analyze the brand equity ofMuhammadiyah Surabaya Hospital and its impact on public decisions in choosing Muhammadiyah SurabayaHospital. Observational analytic was used for this research. The populations were people who lived in radius ofthree kilometers from Muhammadiyah Surabaya Hospital. Stratified random sampling was used to determined thesample number. The result showed that brand recognition as the most brand awareness. Brand associations ofMuhammadiyah Surabaya Hospital were maternity hospital, good service, good nurse and good officer. Inassessment of perceived quality, 58,82 % of respondents belongs on the good category. In brand loyaltyassessment, 90,20 % of respondent were satisfied buyer. Muhammadiyah Surabaya Hospital was superior in thetariff than competitor. There is significant effect of brand awareness with current and future utilization. This studyconcluded that brand awareness has significant effect on people decision when choosing MuhammadiyahSurabaya Hospital.
Keyword :
brand associations, brand awareness, brand loyalty, competitive advantage, perceived quality,
References :
Supriyanto & Ernawaty,(2010) Pemasaran Industri Jasa Kesehatan Yogyakarta : Andi Offset
Hurriyati, R.,(2010) Bauran Pemasaran dan Loyalitas Konsumen Bandung : Alfabeta
Kotler, P. & Keller,(2009) Manajemen Pemasaran Jilid 2. 13th ed. Jakarta : Erlangga
Durianto, D., Sugiarto & Budiman, L.J.,,(2004) Brand Equity Ten Strategi Memimpin Pasar Jakarta : Gramedia Pustaka Utama
Cravens, D.W.,,(1999) Pemasaran Strategis Jilid 1 Jakarta : Erlangga
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