ANALISIS PENGARUH BRAND EQUITY TERHADAP KEPUTUSAN MASYARAKAT DALAM MEMILIH RUMAH SAKIT MUHAMMADIYAH SURABAYA

Oleh : Istanti Setyo Nugroho & Thinni Nurul Rochmah

Publikasi pada : Jurnal Administrasi Kesehatan Indonesia Volume 1 Nomor 2 April-Juni 2013

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.

PENDAHULUAN
Persaingan bisnis rumah sakit saat ini
semakin berkembang. Merek (brand) sudah menjadi
elemen penting yang berkaitan dengan kesuksesan
organisasi pemasaran baik perusahaan bisnis
produk maupun jasa. Salah satu cara agar rumah
sakit bisa bertahan dan memenangkan persaingan
adalah dengan menguatkan brand equity. Masalah
yang diangkat dalam penelitian ini adalah BOR
Rumah Sakit Muhammadiyah Surabaya
(selanjutnya disebut RSMS) selama tahun 2010-
2012 belum mencapai standar dengan rata-rata
BOR per tahun adalah 41,60 %. Jumlah kunjungan
rawat jalan juga menurun sebesar 2,75 % pada
tahun 2012. Penelitian ini bertujuan untuk
menganalisis pengaruh brand equity . . .  . .. .  . . . . . . . . . . . . . . (baca selengkapnya)

Artikel Lengkap dikompilasi oleh/ HUBUNGI :

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