Analysis of perceived service quality, brand image, and brand loyalty on brand equity in healthcare sector

Wijaya, Yehuda and Emmanuel, Jeremy (2019) Analysis of perceived service quality, brand image, and brand loyalty on brand equity in healthcare sector. Bachelor thesis, Univeritas Pelita Harapan.

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Abstract

This study aims to examine the effect of the perceived service quality, brand image, and brand loyalty on brand equity to determine what are the significant components on building a strong brand equity in healthcare sector. The hospital industry in Indonesia is a distinctly unique industry compared with other industries due to the law that constrains advertising product or services of the industry, making the ability to build a good brand equity important. This paper focus on finding the significant components that builds of brand equity in the hospital industry by comparing population from three different regions around the city of Jakarta and Tangerang. The population of this research were taken from the city of Tangerang, Jakarta Utara, and West Jakarta. A total 150 samples are collected from the three cities in which the samples were asked to appraise the service of a hospital they have used in their corresponding area. Purposive sampling technique is used for distributing and gathering the data. As for running the data, Smart PLS 3.0 is used in this research. The research was made on the period of 5 (five) months starting from January 2019 and ending on May 2019. As for the research result, hypothesis 1 is significant and supported in Tangerang (2.64) but is not significant and not supported in Jakarta Utara (1.572) and West Jakarta (1.060), hypothesis 2 is significant and supported in Jakarta Utara (2.047) but is not significant and not supported in Tangerang (0.241) and West Jakarta (0.289), hypothesis 3 is significant and supported in all Jakarta Utara (26.301), West Jakarta (14.588) and Tangerang (13.361), while hypothesis 4 is significant and supported in Jakarta Utara (2.047) but is not significant and not supported in Tangerang (0.241) and West Jakarta (0.289). The conclusion of this research is that all three regions produce different result regarding which independent variables have a significant impact towards the dependent variable and that the significant of each hypothesis varies depending on the location.

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