Pengaruh healtcare branding terhadap niat datang kembali pasien yang dimediasi variable brand image, kepuasan, dan word of mouth (studi kuantitatif pada pasien RSGM Moestopo)

Lamancha, Ravianka Calista (2023) Pengaruh healtcare branding terhadap niat datang kembali pasien yang dimediasi variable brand image, kepuasan, dan word of mouth (studi kuantitatif pada pasien RSGM Moestopo). Masters thesis, Universitas Pelita Harapan.

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Abstract

In the midst of increasingly competitive healthcare industry competition, hospitals must focus on effective marketing efforts to attract patients' intention to return to the hospital as well as to gain a profitable positioning in the marketplace. Modifications to existing research models are needed to obtain an accurate response. The intention to return to the dental and oral hospital as a new thing in health care is a predictable variable in this study. This study aims to determine the effect of healthcare branding on patient return intentions mediated by brand image, satisfaction, and word of mouth variables (quantitative study on patients at GM Moestopo Hospital). The quantitative survey was conducted using a purposive sampling technique to collect research data from patients at the Moestopo Dental and Oral Hospital. The survey obtained responses from 160 patients, which were analyzed through partial least squares-structural equation modeling (PLS-SEM). The research findings show that patient satisfaction partially has the strongest influence on word of mouth (WOM). Factors from healthcare branding (brand elements, personnel quality, tangibles, critical service line) have a positive effect on brand image and intention to return to the Moestopo dental and mouth hospital. Brand image has a positive effect on patient satisfaction, then patient satisfaction has a significant effect on word of mouth, which in turn has a positive impact on intention to come back. This research has implications for policy makers and hospital management in developing healthcare branding in optimizing intention to return (revised intention) through brand image, satisfaction, word of mouth. This study will demonstrate a new approach where intention to return to RSGM Moestopo is seen as brand image, satisfaction, word of mouth and can be replicated and tested in a larger population. / Ditengah persaingan industri healthcare yang semakin kompetitif, rumah sakit harus memfokuskan pada upaya pemasarannya yang efektif guna menarik niat datang kembali pasien ke rumah sakit sekaligus untuk mendapatkan posisioning yang menguntungkan di marketplace. Modifikasi terhadap model penelitian yang ada diperlukan untuk mendapatkan respon yang akurat. Niat datang kembali ke rumah sakit gigi dan mulut sebagai hal baru dalam pelayanan kesehatan adalah variabel yang diprediksi dalam penelitian ini. Penelitian ini bertujuan untuk mengetahui pengaruh healthcare branding terhadap niat datang kembali pasien yang dimediasi variabel brand image, kepuasan, dan word of mouth (studi kuantitatif pada pasien RSGM Moestopo). Survei kuantitatif dilakukan dengan teknik purposive sampling untuk mengumpulkan data penelitian dari pasien di Rumah Sakit Gigi dan Mulut Moestopo. Survei tersebut memperoleh tanggapan sebanyak 160 pasien, yang dianalisis melalui partial least squares-structural equation modeling (PLS-SEM). Hasil temuan penelitian menunjukkan bahwa kepuasan pasien secara parsial memberikan pengaruh paling kuat terhadap word of mouth (WOM). Faktor-faktor dari healthcare branding (brand element, personnel quality, tangibles, critical service line) berpengaruh positif terhadap brand image dan niat datang kembali ke rumah saki gigi dan mulut Moestopo. Brand image berpengaruh positif terhadap kepuasan pasien, kemudian kepuasan pasien berpengaruh signifikan terhadap word of mouth, yang pada akhirnya berdampak positif terhadap niat datang kembali. Penelitian ini berimplikasi pada pengambil kebijakan dan manajemen rumah sakit dalam mengembangkan healthcare branding dalam mengoptimalkan niat datang kembali (revisi intention) melalui brand image, kepuasan, word of mouth. Studi ini akan menunjukkan pendekatan baru dimana niat datang kembali ke RSGM Moestopo dilihat sebagai brand image, kepuasan, word of mouth dan dapat direplikasi dan diuji pada populasi yang lebih besar.

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