BRAND AWARENESS INFLUENCES BEHAVIOR TEJA MEMBERS MEMBER CLUB (TMC) ON THE SELECTION OF MEDICAL SERVICES IN HOSPITALS
Abstract: Marketing is an
effort of the hospital to get and keep the customers. This study aimed to know
the influence of brand (brand image and brand awareness), social factors and
personal factors to the behavior of Teja Member Club (TMC) on choosing the
health services in Teja Husada Hospital. This research categorized as
explanatory research with cross sectional approach. This research involved 62
members of TMC. Questionnaires about brand image, brand awareness, social
factors and personal factors as well as the behavior of members of TMC on
choosing the health services in Teja Husada Hospital were used. The data
analysis used linear regression test with White’s Robust Standard Error. The
results found all independent variables influence simultaneously to the
behavior of members of TMC on choosing the health services in Teja Husada
Hospital and brand awareness is the dominant variable. Partial test results
indicate that only brand awareness that has an influence on the behavior of
respondents on choosing the health services in Teja Husada Hospital.
Keywords: brand image, brand
awareness, social factors, personal factors, health services
Penulis: Fahmy Rezkiah, Tita
Hariyanti, Harun Al Rasyid
Kode Jurnal: jpmanajemendd170277
