ABSTRAK
Tesis ini bertujuan untuk mengetahui posisi Brand Equity Rumah Sakit PuriCinere menurut persepsi pelanggan poliklinik Rumah Sakit, faktor-faktor yangapa yang paling bermakna dan paling berhubungan dari 4 faktor yangmempengaruhi brand equity.Brand Equity diukur berdasarkan 4 variabel dariAaker yaitu brand awarness, brand association,perceived quality, dan brandloyalty.Penelitian ini menggunakan metode penelitian deskriptif analitik denganpendekatan crosssectional yang bersifat kuantitatif dilengkapi dengan metodekualitatif.Untuk memperoleh jumlah sample yang representatif maka digunakanteknik stratified random sampling sehingga diperoleh 96 responden. kemudianuntuk memperoleh hasil, data kuestioner diolah secara univariat, bivariat dan ujiregresi linier berganda. Hasil penelitian menunjukkan bahwa brand awarness,brand association, perceived quality dan brand loyalty memiliki hubungan yangsignifikan terhadap brand Equity. Namun yang memberikan kontribusi terbesaradalah brand loyalty disusul oleh perceived quality.
Abstract
This research is aimed to assess the position of Puri Cinere Hospital?s BrandEquity according to the Hospital outpatient?s customers, which factors among thefour identified factors that have the most significant relationship affecting theBrand Equity. Brand Equity was measured based on four variables proposed byAaker: Brand Awareness, Brand Association, Perceived Quality, and BrandLoyalty. This study used analytical descriptive method with quantitative crosssectional approach, complemented with qualitative method. Stratified randomsampling technique was used to get 96 representative samples.Proceed fromquestionnaires was processed using univariat, bivariat, and multiple linearregression. Result from the study shows that Brand Awareness, Brand Association,Perceived Quality, and Brand Loyalty all have significant relationship with BrandEquity. However, out of those four mentioned variables, Brand Loyalty, followedby Perceived Quality are two variables that have the most contributionrelationship to Brand Equity. |
