DOES BRAND EQUITY AFFECT PATIENT'S LOYALITY TO THE HOSPITAL?

YORIDHA AULIA SINURAYA (2021) DOES BRAND EQUITY AFFECT PATIENT'S LOYALITY TO THE HOSPITAL? , TESIS, UNIVERSITAS PRIMA INDONESIA

ABSTRAK

The rapid growth of hospitals creates conditions that force hospitals to develop business strategies to be competitive. Brand equity has a strategic role to create an advantage and distinction over other competitors. This study analyzes the effect of brand equity on brand loyalty at the hospital. The design used is cross-sectional involving 200 samples who were determined using a purposive sampling technique. The statistical test used was the t-test (α = 0.05). The results showed that the overall variable brand awareness, preference metrics, financial metrics, output metrics, competitive metrics, local marketers' percep- tion metrics affected brand loyalty. However, partially the variables of brand awareness and perceptions of local marketers did not have a positive effect. It is recommended that the hospital improves the ease of access and affordability of faciliti es for patients who use vehicles, provides discounts to patients, especially general/non-insured patients who have been treated re- peatedly.

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