PENGARUH EKUITAS MEREK PADA NIAT BEROBAT ULANG YANG DI MEDIASI PERSEPSI PESAN WORD OF MOUTH (WOM) DI RSUD DR.MOEWARDI SURAKARTA

Clizstin, Febra (2016) PENGARUH EKUITAS MEREK PADA NIAT BEROBAT ULANG YANG DI MEDIASI PERSEPSI PESAN WORD OF MOUTH (WOM) DI RSUD DR.MOEWARDI SURAKARTA. Skripsi thesis, Universitas Setia Budi Surakarta.

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Abstract

In the context of health service, the intention of repurchase also known as intention of retreatment. The Intention of retreatment is one of the succes of health care dimensions in hospital. It can reinforced by word of mouth communicatio. However, there is one of important aspect which must be considered, it is brand equity. Brand equity is that added value which given on product or services. The aim of this study are to examine the effect of hospital brand equity on WOM, the effect of WOM on the intention of retreatment, and the effect of hospital brand equity on the intention of retreatment. This study used quantitative research approach. The samples of this study are 200 outpatients who came to treament at least twice. Data collection is done by questionnaire to respondents. Data analysis that used in this study are confirmatory factor analysis and structural equation modelling analysis. The results of this study shows that brand equity significantly affect on the intention retreatment (r=0,152; p=0,031; thitung= 4,701), brand equity has no significant on the WOM (r=0,011; p=0,878; thitung= 2,168), WOM has no mediate the relationship between brand equity and intention of retreatment, because, one of lane on the model has no significant. Keywords: the intention of retreatment, WOM perception, brand equity.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	the intention of retreatment, WOM perception, brand equity.
Subjects:	H Social Sciences > HV Social pathology. Social and public welfare
Divisions:	Fakultas Ekonomi > Prodi S1 Manajemen
Depositing User:	Tifany Nur Arfiana
Date Deposited:	10 Oct 2019 08:31
Last Modified:	10 Oct 2019 08:31
URI:	http://repo.setiabudi.ac.id/id/eprint/1932

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