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Jurnal Administrasi Kesehatan Indonesia

ISSN 23033592

Vol. 1 / No. 2 / Published : 2013-04

TOC : 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 :

  1. Istanti Setyo Nugroho*1
  2. Thinni Nurul Rochmah*2
  1. Fakultas Kesehatan Masyarakat, Universitas Airlangga, Surabaya
  2. 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 :

  1. Supriyanto & Ernawaty, (2010). Pemasaran Industri Jasa Kesehatan. Yogyakarta : Andi Offset
  2. Hurriyati, R., (2010). Bauran Pemasaran dan Loyalitas Konsumen. Bandung : Alfabeta
  3. Kotler, P. & Keller, (2009). Manajemen Pemasaran Jilid 2. 13th ed.. Jakarta : Erlangga
  4. Durianto, D., Sugiarto & Budiman, L.J.,, (2004). Brand Equity Ten Strategi Memimpin Pasar. Jakarta : Gramedia Pustaka Utama
  5. Cravens, D.W.,, (1999). Pemasaran Strategis Jilid 1. Jakarta : Erlangga


   


Archive Article

Cover Media Content

Volume : 1 / No. : 2 / Pub. : 2013-02
  1. Purchasing decision of pregnant women in fourth visit antenatal care in puskesmas tembok dukuh
  2. Customer value analysis based on customer characteristic in teeth clinic of puskesmas jemursari surabaya
  3. Health service quality based on dabholkar dimension at ward room of internal disease
  4. Healthcare budget calculation based on capitation at pg krebet baru malang
  5. The effect of brand equity on people selection in muhammadiyah surabaya hospital utilization
  6. The impact of individual, job and organizational factors on job satisfaction and turnover intentions of nurses
  7. Design effort in enhancing childbirth target achievement based on maternal expectations and reality
  8. Cost recovery rate optimization based on unit cost calculation using activity based costing method
  9. Cause analysis of outpatient visits decreasing based on service quality gaps model
  10. Identification of the fulfilment of medical record incompleteness in the inpatient of muhammadiyah hospital lamongan