THE EFFECT OF BRAND EQUITY ON PURCHASE DECISIONS AT BANJARMASIN ISLAMIC HOSPITAL, INDONESIA SERVICES

Ali Mukaram, Marijati Sangen, Ahmad Rifani

Abstract


The tight competition in the hospital services industry requires each of these service providers to fix the services they provide to consumers. The hospital as a service provider must understand the expectations and desires of consumers well so that in the end the hospital will be able to provide services expected by consumers, this will certainly have an impact on the brand of the hospital itself. A brand makes it possible for hospitals to compete in the sale of products or services and shows the proportion of the value of its business strategy, therefore it is strategically very important to develop, filter and improve the brand of a product or service. This study focuses on analyzing the influence of brand equity variables on service purchase decisions, analyzing the influence of brand awareness on service purchase decisions, analyzing the influence of brand associations on service purchase decisions, analyzing the effect of perceived quality on service purchase decisions, and analyzing the effect of brand loyalty towards purchasing service decisions at Banjarmasin Islamic Hospital. This research is explanatory using survey research methods. The type of data used in this study is qualitative data and quantitative data. The data sources used in this study are primary data and secondary data, namely the results of interviews, questionnaires and data on the average number of days of care or Bed Occupancy Rate (BOR) of Banjarmasin Islamic Hospital. The sampling technique uses purposive sampling with multiple regression analysis with a total sample of 100 people. The results of regression coefficient show that all independent variables (Brand Equity, X) consist of Brand Awareness (X1), Brand Association (X2), Quality Perception (X3) and Brand Loyalty (X4) have a positive regression coefficient ie X1 = 0.691; X2 = 0.147; X3 = 0.067; X4 = 0.081 this shows that the independent variables are proportional to the dependent variable, namely the Purchase Decision. The degree of relationship between the independent variables and the dependent variable can be seen from the coefficient of determination (R Square) where it is known that the value of R Square in this study is 0.964 (96.4%). This shows that the magnitude of the influence of the independent variable (Brand Equity) on the dependent variable (Purchasing decision) is 96.4%. The results of the study show that the three sub-variables of brand equity affect the purchasing decisions of Banjarmasin Islamic Hospital services, namely brand awareness, brand association, and brand loyalty. While the perception of quality is considered to have no significant effect.

 

Article visualizations:

Hit counter

DOI

Keywords


brand equity, purchase decision, service

Full Text:

PDF

References


Aaker, David A. 1991. Managing Brand Equity Capitalizing on the Value, The Free Press, New York, Buffa, Elwood.

Alfionita, C.M., Suharyono, & Yulianto, E. 2016. Pengaruh Ekuitas Merek Terhadap Keputusan Pembelian (Survei Pada Pembeli Oppo Smartphone di Counter Handphone MATOS). Jurnal Administrasi Bisnis (JAB), Vol. 36 No. 1, pp: 178-185.

Arnold, David. 1996. Pedoman Manajemen Merek. Surabaya: PT. Katindosaho.

Departemen Kesehatan RI. 2005. Rencana Strategi Departemen Kesehatan. Jakarta: Departemen Kesehatan Republik Indonesia.

Dinas Kesehatan Provinsi Kalimantan Selatan, Profil Kesehatan Dinas Kesehatan Provinsi Kalimantan Selatan Tahun 2016.

Durianto, Darmadi, Sugiarto & Tony Sitinjak. 2001. Strategi Menaklukkan Pasar Melalui Riset Ekuitas dan Perilaku Merek. Jakarta: PT. Gramedia Pustaka Utama.

Ghozali. 2016. Aplikasi Analisis Multivariate Dengan Program SPSS 20. Jakarta: PT. Gramedia.

Kotler, P.T. & Keller, K.L. 2009. Manajemen Pemasaran Jilid 1 Edisi ke 13. Jakarta: Erlangga.

Nugroho, B.A. 2005. Strategi Jitu Memilih Metode Statistik Penelitian Dengan SPSS. Yogyakarta: Andi.

Nugroho, I.S. 2013. Analisis Pengaruh Brand Equity Terhadap Keputusan Masyarakat Dalam Memilih Rumah Sakit Muhammadiyah Surabaya. Undergraduate Thesis, Universitas Airlangga.

Pradipta, D., Hidayat, K., & Sunarti. 2016. Pengaruh Brand Equity Terhadap Keputusan Pembelian (Survei pada Konsumen Pembeli dan Pengguna Kartu Perdana simPATI Telkomsel diLingkungan Mahasiswa Jurusan Administrasi Bisnis Angkatan 2012 & 2013 Fakultas Ilmu Administrasi Universitas Brawijaya Malang). Jurnal Administrasi Bisnis (JAB), Vol. 34 No. 1, pp: 138-147.

Pratiwi, A.C., Suharyono, & Hidayat, K. Pengaruh Ekuitas Merek Terhadap Keputusan Pembelianparfum Axe (Survei Pada Pria Pengguna Parfum Axe di Kota Malang). Jurnal Administrasi Bisnis (JAB), Vol. 4 No. 1.

Rangkuti, Freddy. 2004. The Power Brand. Jakarta: PT. Gramedia Pustaka Utama.

Retnawati, B.B. 2003. Strategi Penguatan Dan Revitalisasi Merek Menuju Pengelolaan Merek Jangka Panjang. USAHAWAN, XXXII No. 7.

Sudomo, St. 2013. Pengaruh Ekuitas Merek Terhadap Keputusan Pembelian (Studi Kasus Konsumen Pepsodent Di Kabupaten Bantul). JBMA, Vol. I, No. 2, pp: 33- 48.

Sugiyono. 2005. Metodologi Penelitian Bisnis. Bandung: Alfabeta.

Suharyani, K., Nuridja, I.M.N., & Haris, I.A. Pengaruh Ekuitas Merek Terhadap Keputusan Pembelian Produk Minuman Teh Botol Sosro Pada Mahasiswa Jurusan Pendidikan Ekonomi UNDIKSHA 2015. Jurnal Jurusan Pendidikan Ekonomi (JJPE), Vol. 5 No. 1, pp: 1-13.

Suliyanto. 2006. Metode Riset Bisnis. Yogyakarta: Penerbit Andi.




DOI: http://dx.doi.org/10.46827/ejefr.v0i0.496

Refbacks

  • There are currently no refbacks.


Copyright (c) 2019 Ali Mukaram, Marijati Sangen, Ahmad Rifani

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.

The research works published in this journal are free to be accessed. They can be shared (copied and redistributed in any medium or format) and\or adapted (remixed, transformed, and built upon the material for any purpose, commercially and\or not commercially) under the following terms: attribution (appropriate credit must be given indicating original authors, research work name and publication name mentioning if changes were made) and without adding additional restrictions (without restricting others from doing anything the actual license permits). Authors retain the full copyright of their published research works and cannot revoke these freedoms as long as the license terms are followed.

Copyright © 2016 - 2023. European Journal of Economic and Financial Research (ISSN 2501-9430) is a registered trademark of Open Access Publishing Group. All rights reserved.

This journal is a serial publication uniquely identified by an International Standard Serial Number (ISSN) serial number certificate issued by Romanian National Library. All the research works are uniquely identified by a CrossRef DOI digital object identifier supplied by indexing and repository platforms. All the research works published on this journal are meeting the Open Access Publishing requirements and standards formulated by Budapest Open Access Initiative (2002), the Bethesda Statement on Open Access Publishing (2003) and  Berlin Declaration on Open Access to Knowledge in the Sciences and Humanities (2003) and can be freely accessed, shared, modified, distributed and used in educational, commercial and non-commercial purposes under a Creative Commons Attribution 4.0 International License. Copyrights of the published research works are retained by authors.