Faktor - faktor yang mempengaruhi brand equity di puskesmas kecamatan Kelapa Gading

Leonie, Cindy (2022) Faktor - faktor yang mempengaruhi brand equity di puskesmas kecamatan Kelapa Gading. Masters thesis, Universitas Pelita Harapan.

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Abstract

Puskesmas merupakan ujung tombak yang mempunyai peranan yang cukup besar dalam upaya pembangunan kesehatan, sehingga pelayanan kesehatan yang dilaksanakan Puskesmas harus mampu memuaskan masyarakat sebagai pengguna layanan. Harapannya dengan peningkatan kualitas layanan dapat meningkatkan kepuasan pasien. Penelitian ini bertujuan untuk menganalisis pengaruh brand image, perceived quality, satisfaction, dan brand loyalty terhadap brand equity pada pelayanan kesehatan di Puskesmas Kecamatan Kelapa Gading, Jakarta Utara. Penelitian ini menggunakan metode penelitian kuantitatif dengan alat pengumpulan data berupa kuesioner. Pengambilan sampel menggunakan teknik purposive sampling dengan jumlah sampel sebanyak 240 pengunjung di Puskesmas Kecamatan Kelapa Gading. Metode analisis data menggunakan partial least square-structural equation modeling (PLS-SEM) dengan SMARTPLS versi 3.3 sebagai alat analisis. Hasil penelitian menunjukkan bahwa variabel brand image berpengaruh positif terhadap variabel satisfaction, sementara variabel perceived of quality berpengaruh positif signifikan terhadap variabel satisfaction. Brand image dan satisfaction memiliki pengaruh positif signifikan terhadap brand equity, sedangkan perceived of quality berpengaruh negatif signifikan. Brand loyalty tidak berpengaruh terhadap brand equity. Puskesmas Kelapa Gading berpotensi untuk meningkatkan ekuitas mereknya, karena fasilitas sarana dan prasarana yang tersedia memungkinkan untuk dapat memberikan pengalaman pengunjung yang baik dan mampu mendorong pengunjung untuk memberikan kesan dan penilaian yang mendalam./ Community Health Center (Puskesmas) is crucial in health development. Thus, health services carried out by them must provide the best service to satisfy the community, in the hope of increasing patient satisfaction by improving the service quality. This study aimed to analyze the effect of brand image, perceived quality, satisfaction, and brand loyalty on brand equity at Kelapa Gading District Health Center. A quantitative method was used in this study with a questionnaire given to the respondent as an instrument for data collection. This study used purposive sampling with 240 samples of visitors at Kelapa Gading District Health Center. partial least square-structural equation modeling (PLS-SEM) was used to analyze the data using SMART PLS Version 3.3. Results showed brand image had a positive effect on satisfaction, while perceived quality had a significant positive effect on satisfaction. Brand image and satisfaction had a significant positive effect on brand equity, on the other hand, perceived quality had a significant negative effect on brand equity. Brand loyalty seemingly did not affect brand equity. Kelapa Gading Health Center has a prospect to improve its brand equity because the facilities and infrastructures make it possible to provide a good experience for visitors and can encourage visitors to give in-depth impressions and assessments.

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