Tpoi, Eleonora Junita (2019) PENGARUH KESETIAAN MEREK, KESADARAN MEREK, DAN KUALITAS PERSEPSIAN PADA CITRA RUMAH SAKIT DIMEDIASI OLEH EKUITAS MEREK. Skripsi thesis, Universitas Setia Budi Surakarta.
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Abstract
The purpose of this study was to examine the effect of brand loyalty, brand awareness, and perceived quality on hospital image mediated by brand equity. This research is important because it is able to test significantly the relationship between brand loyalty, brand awareness, and perceived quality in the hospital image. This study uses survey research methods through questionnaires. The object of research is the people who have used services at The Panti Waluyo Hospital in Surakarta. The sampling technique uses non-probability sampling with a number of 200 respondents. The analytical tool used in this study is the analysis of structural equations (SEM). The results showed that H1, H2 and H3 were supported, while H4 was not supported. These results suggest that the formation of hospital images is influenced by high brand awareness that makes consumers reluctant to switch to other hospitals or remain loyal to the hospital while guaranteeing high brand equity. Keywords: Promotion, hospital image, brand equity, brand loyalty, brand awareness, perceived quality
| Item Type: | Thesis (Skripsi) |
|---|---|
| Uncontrolled Keywords: | Promotion, hospital image, brand equity, brand loyalty, brand awareness, perceived quality |
| Subjects: | H Social Sciences > HC Economic History and Conditions |
| Divisions: | Fakultas Ekonomi > Prodi S1 Manajemen |
| Depositing User: | Mrs NOVI HANDAYANI |
| Date Deposited: | 01 Nov 2019 03:44 |
| Last Modified: | 01 Nov 2019 03:44 |
| URI: | http://repo.setiabudi.ac.id/id/eprint/3544 |
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