ANALISIS PENGARUH BRAND EQUITY TERHADAP KEPUTUSAN MASYARAKAT DALAM MEMILIH RUMAH SAKIT MUHAMMADIYAH SURABAYA
ABSTRACT: Bed Occupancy
Rate of Muhammadiyah
Surabaya Hospital in
2010 -2012 did
not reach the
goal standard. The trend of outpatient visits also declined. This
research conducted to analyze the brand equity of Muhammadiyah Surabaya
Hospital and its
impact on public
decisions in choosing
Muhammadiyah Surabaya Hospital.
Observational analytic was used for this research. The populations were people
who lived in radius of three kilometers from Muhammadiyah Surabaya Hospital.
Stratified random sampling was used to determined the sample number. The result
showed that brand recognition as the most brand awareness. Brand associations
of Muhammadiyah Surabaya Hospital
were maternity hospital,
good service, good
nurse and good
officer. In assessment of
perceived quality, 58,82
% of respondents
belongs on the
good category. In
brand loyalty assessment, 90,20 %
of respondent were satisfied buyer. Muhammadiyah Surabaya Hospital was superior
in the tariff than competitor. There is significant effect of brand awareness
with current and future utilization. This study concluded that
brand awareness has
significant effect on
people decision when
choosing Muhammadiyah Surabaya
Hospital.
Keywords: brand associations,
brand awareness, brand loyalty, competitive advantage, perceived quality
Penulis: Istanti Setyo
Nugroho, Thinni Nurul Rochmah
Kode Jurnal: jpkedokterandd130167
