Brand Awareness dan Perceived Quality Mempengaruhi Loyalitas Pasien pada Rumah Sakit Khusus Mata Prima Vision Medan

Eki Novaliza

Authors

Eki Novaliza Universitas Prima Indonesia

Keywords:

Brand Awareness, Perceived Quality, Patient Loyalty

Abstract

This research aims to determine the influence of Brand Awareness and Perceived Quality on Patient Loyalty at the Prima Vision Special Eye Hospital, Medan. The population in this study were patients at the Prima Vision Medan Special Eye Hospital. The sample in this study was 93 patients at the Prima Vision Special Eye Hospital in Medan using the Slovin formula and the Simple Random Sampling method. The data analysis method used is descriptive analysis and multiple linear regression analysis. The research results show that simultaneously, Brand Awareness and Perceived Quality have a significant effect on Patient Loyalty at the Prima Vision Special Eye Hospital, Medan. Partially, Brand Awareness has a positive and significant effect on Patient Loyalty at Prima Vision Medan Special Eye Hospital, Perceived Quality has a positive and significant effect on Patient Loyalty at Prima Vision Medan Special Eye Hospital. From the results of the determinant coefficient analysis, it was obtained that R Adjusted Square (R^2) was 0.592, this means that 59.2 percent of the Patient Loyalty variable can be explained by the Brand Awareness and Perceived Quality variables while the rest can be explained by other variables not examined in this research.

References

Alwi, M. K. (2021). Pengaruh Brand Image Terhadap Keputusan Pasien Rawat Inap Untuk Memanfaatkan Pelayanan Kesehatan Di RS DR. Tadjuddin Chalid Makassar Tahun 2021. Journal of Muslim Community Health, 2(2), 40–57.

Ariany, I. V., & Lutfi, A. (2021). Pengaruh Kualitas Pelayanan dan Perceived Value terhadap Loyalitas Pasien: Kepuasan Pasien sebagai Mediasi. Jurnal Manajemen Bisnis Dan Kewirausahaan, 5(4), 402–407.

Chairunnisa, S. F., Darmawansyah, D., & Palutturi, S. (2022). PENGARUH BRAND IMAGE TERHADAP KEPUTUSAN MENGGUNAKAN PELAYANAN RAWAT JALAN RSUD HAJI MAKASSAR: The Influence of Brand Image on the Decision to Use Outpatient Services at Haji Hospital Makassar. Hasanuddin Journal of Public Health, 3(2), 179–190.

Muhammad Khairun Niam, M. K. N. (2021). Pengaruh Brand Image Dan Kualitas Pelayanan Terhadap Loyalitas Pasien Melalui Kepuasan Pasien Sebagai Variabel Mediasi (Studi Pada Rumah Sakit Ibu Dan Anak Fatimah Lamongan). Institut Teknologi dan Bisnis Ahmad Dahlan Lamongan.

Rahardianty, M., Utari, W., & Hartati, C. S. (2019). PENGARUH KEPUASAN PASIEN, PERCEIVED VALUE, DAN PERCEIVED IMAGE TERHADAP LOYALITAS PASIEN PADA INSTALASI REHABILITASI MEDIK RSUD DR. R. SOSODORO DJATIKOESOEMO BOJONEGORO. Jurnal Manajerial Bisnis, 2(02), 155–168.

Ramdani, C. S. (2022). PENGARUH KUALITAS PRODUK DAN EKUITAS MEREK TERHADAP LOYALITAS PELANGGAN PT. LOTTE INDONESIA. SCIENTIFIC JOURNAL OF REFLECTION: Economic, Accounting, Management and Business, 5(4), 969–977.

Rumbaru, U. D., Sumarni, S., & Sarwadhamana, R. J. (2021). Analisis Pengaruh Brand Awareness dan Brand Loyalty Terhadap Kepuasan Pasien Rumah Sakit Ibnu Sina Makassar Tahun 2020. Indonesian Journal of Hospital Administration, 4(1), 1–5.

Silaban, B. E., & Angellista, F. (n.d.). ANALISIS ELEMEN-ELEMEN BRAND EQUITY PADA SINETRON DUNIA TERBALIK.

Tyas, R. P. N., & Sutrisna, E. M. (2022). PENGARUH BRAND AWARNESS DAN BRAND ASSOSIATION TERHADAP LOYALITAS PELANGGAN YANG DIMEDIASI OLEH KEPUASAN PELANGGAN. Universitas Muhammadiyah Surakarta.