PENGARUH KUALITAS PELAYANAN YANG DIPERSEPSIKAN, LOYALITAS MEREK DAN KESADARAN MEREK PADA EKUITAS MEREK DI UNIT RAWAT JALAN RSUD DR.MOEWARDI

SARI, NATALIA NOVITA (2013) PENGARUH KUALITAS PELAYANAN YANG DIPERSEPSIKAN, LOYALITAS MEREK DAN KESADARAN MEREK PADA EKUITAS MEREK DI UNIT RAWAT JALAN RSUD DR.MOEWARDI. Skripsi thesis, Universitas Setia Budi Surakarta.

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Abstract

One of effort can ben done by hospital to face copetition of service industries and to service their existence is develop effective marketing strategy. One of such strategy is build strong brand equity. This study was aimed to examine effect of perceived service quality, brand loyalty, and brand awareness to brand equity of Dr. Moewardi Hospital. Study population were patien who being treated in Dr. Moewardi Hospital. Sampling technique used was puposive sampling with sampel size were 150 respondents. Hypotesis was tested using multiple regression analysis. Result of data precessing could be concluded as follows: There was significant positive effect og perceived service quality (KP) to brand equity (E). There was not significant effect of brand loyalty (LM) to brand equity (E). There was significant and positive effect of brand awareness (KM) to brand equity (E). So, the study generate regression relationship model asa follows: Brand Equity = 0.194 (Peceived Service Quality) + 0.537 (Brand Awareness) Keywords: Perceived Service Quality, Brand loyalty, Brand Awareness, Brand Equity

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	Perceived Service Quality, Brand loyalty, Brand Awareness, Brand Equity
Subjects:	B Philosophy. Psychology. Religion > B Philosophy (General) H Social Sciences > HB Economic Theory
Depositing User:	magdalena kartika ningsih
Date Deposited:	21 Feb 2020 03:32
Last Modified:	21 Feb 2020 03:32
URI:	http://repo.setiabudi.ac.id/id/eprint/2718

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