The Effect of Brand Equity on People Selection in Muhammadiyah Surabaya Hospital Utilization

Thinni Nurul Rochmah • Istanti Setyo Nugroho
Journal article Jurnal Administrasi Kesehatan Indonesia • 2013

Unduh teks lengkap
(Bahasa Indonesia, 9 pages)


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 ofMuhammadiyah 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 ofthree 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 MuhammadiyahSurabaya Hospital.Keywords: brand associations, brand awareness, brand loyalty, competitive advantage, perceived quality


  • 314 kali dilihat
  • 318 kali diunduh


Jurnal Administrasi Kesehatan Indonesia

Journal Administrasi Kesehatan Indonesia diterbitkan oleh Departemen Administrasi dan Kebijakan K... tampilkan semua