The Effect of Brand Equity and Customer Value in Repeat Visits of the Patients at Dr. Gunawan Mangunkusuma Regional General Hospital

Maria Novencia Dwi Armita Putri; Naili Farida; Septo Pawelas Arso

doi:10.14710/jphtcr.v6i1.17601

DOI: https://doi.org/10.14710/jphtcr.v6i1.17601

The Effect of Brand Equity and Customer Value in Repeat Visits of the Patients at Dr. Gunawan Mangunkusuma Regional General Hospital

Maria Novencia Dwi Armita Putri¹

, Naili Farida¹

, Septo Pawelas Arso²

¹Graduate Program of Public Health, Faculty of Public Health, Universitas Diponegoro, Indonesia

²Health Policy and Administration, Faculty of Public Health, Universitas Diponegoro, Indonesia

Received: 6 Mar 2023; Revised: 6 Apr 2023; Accepted: 11 Apr 2023; Available online: 26 Apr 2023; Published: 26 Apr 2023.

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

BibTex Citation Data :

@article{JPHTCR17601,
    author = {Maria Putri and Naili Farida and Septo Arso},
    title = {The Effect of Brand Equity and Customer Value in Repeat Visits of the Patients at Dr. Gunawan Mangunkusuma Regional General Hospital},
    journal = {Journal of Public Health for Tropical and Coastal Region},
  volume = {6},
    number = {1},
    year = {2023},
    keywords = {Brand Equity, Customer Value, Repeat Visits of the Patients},
    abstract = {  Introduction:  Patient visits at dr. Gunawan Mangunkusuma Regional General Hospital in 2020-2021 has increased by 9.78%. However, there is a decrease in the level of patient satisfaction with the services provided. This study aims to examine whether brand equity and customer value with the mediating factor of customer satisfaction affect repeat visits of the patients to dr. Gunawan Mangunkusumo Regional General Hospital.    Methods:  This type of research is a quantitative approach. The time of the study was in July 2022. The sample in the study was 185 patients using a purposive sampling technique. Linearity analysis in this study was carried out using SmartPLS.   Results:  The results showed that brand equity had a positive effect on patient satisfaction with a t-count of 4.006 > 1.96 (p<0.05). Brand equity has a positive effect on patient repeat visits with at value of 2,449 > 1.96 (p <0.05). Customer value has a positive effect on patient satisfaction with a t-value of 10,889 > 1.96 (p <0.05). Customer value also has a positive effect on patient repeat visits with a t value of 2,247 > 1.96 (p <0.05). Patient satisfaction has a positive effect on repeat visits of the patients with a t value of 2,869 > 1.96 (p <0.05). The mean repeat visits of the patients variable is 3.76. There are still indicators with a mean <3.76, namely RV1 and RV4   Conclusion:  The conclusion from this study is that brand equity and customer value greatly influence patient satisfaction and patient satisfaction greatly influences repeat visits. The hospital should be more aggressive in promoting the existence of the hospital to the community, assessing the suitability of prices paid by patients with the services received, reviewing service procedures at the hospital, and improving the HR department that handles patients so that customer satisfaction increases and repeats visits as well increase. },
   issn = {2597-4378},   pages = {14--20}  doi = {10.14710/jphtcr.v6i1.17601},
    url = {https://ejournal2.undip.ac.id/index.php/jphtr/article/view/17601}
}

Citation Format:

Abstract

Introduction: Patient visits at dr. Gunawan Mangunkusuma Regional General Hospital in 2020-2021 has increased by 9.78%. However, there is a decrease in the level of patient satisfaction with the services provided. This study aims to examine whether brand equity and customer value with the mediating factor of customer satisfaction affect repeat visits of the patients to dr. Gunawan Mangunkusumo Regional General Hospital.

Methods: This type of research is a quantitative approach. The time of the study was in July 2022. The sample in the study was 185 patients using a purposive sampling technique. Linearity analysis in this study was carried out using SmartPLS.

Results: The results showed that brand equity had a positive effect on patient satisfaction with a t-count of 4.006 > 1.96 (p<0.05). Brand equity has a positive effect on patient repeat visits with at value of 2,449 > 1.96 (p <0.05). Customer value has a positive effect on patient satisfaction with a t-value of 10,889 > 1.96 (p <0.05). Customer value also has a positive effect on patient repeat visits with a t value of 2,247 > 1.96 (p <0.05). Patient satisfaction has a positive effect on repeat visits of the patients with a t value of 2,869 > 1.96 (p <0.05). The mean repeat visits of the patients variable is 3.76. There are still indicators with a mean <3.76, namely RV1 and RV4

Conclusion: The conclusion from this study is that brand equity and customer value greatly influence patient satisfaction and patient satisfaction greatly influences repeat visits. The hospital should be more aggressive in promoting the existence of the hospital to the community, assessing the suitability of prices paid by patients with the services received, reviewing service procedures at the hospital, and improving the HR department that handles patients so that customer satisfaction increases and repeats visits as well increase.

Fulltext View|Download

Keywords: Brand Equity, Customer Value, Repeat Visits of the Patients

Article Metrics:

Article Info

Section: Articles

Language : EN

In Vol 6, No 1 (2023): Journal of Public Health for Tropical and Coastal Region

Recent articles

Description of Work Related Neck Pain Among Employees in State Electricity Company (PLN Indonesia) The Risk Factors of Hypertension Among the Elderly in the Working Area of Sikumana Primary Health Care Center Tobacco-Free Areas Implementation at University X More recent articles

Lisma N, Yonaldi S, Zulbahri L. Faktor-Faktor yang Mempengaruhi Kunjungan Wisatawan ke Objek Wisata Syariah di Sumatera Barat. J Manaj Kewirausahaan 2016;8:1–15
M NNAW, Setiawina ND, Yuliarmi NN. Analisis Faktor-Faktor yang Mempengaruhi Niat Kunjungan Kembali Wisatawan pada Daya Tarik Wisata di Kabupaten Badung. E-Jurnal Ekon Dan Bisnis Univ Udayana 2018
Rumbaru UD, Sumarni, Sarwadhamana RJ. Analisis Pengaruh Brand Awareness dan Brand Loyalty terhadap Kepuasan Pasien Rumah Sakit Ibnu Sina Makassar Tahun 2020. Indones J Hosp Adm 2021;4
Aluregowda. Retail Service Quality And Its Effect On Customer Perception: A Study Of Select Supermarket in Mangalore. VSRD Int J Bus Manag Res 2013;3
Oktariany N, Marwati T, Rosyidah. Hubungan Antara Brand Image dengan Minat Pasien untuk Berobat di Poliklinik Anak Rumah Sakit PKU Muhammadiyah Yogyakarta. Kesmas n.d.;5
Wiranata V. Hubungan Brand Image dengan Loyalitas Pasien di Rumah Sakit Perkebunan PT. Nusantara Medika Utama Jember. Universitas Muhammadiyah Jember, 2016
Sumarni. Pengaruh Brand Equity Terhadap Minat Pemanfaatan Kembali Pelayanan Pada Instalasi Rawat Inap Rumah Sakit Ibnu Sina Makassar. Indones J Hosp Adm 2018;1:1–10
Yusuf RK. Analisis Pengaruh Brand Equity dan Band Trust terhadap loyalitas pelanggan dengan kepuasan sebagai Variabel Intervening: Study Kasus JNE Express Malang. Universitas Islam Negeri Maulana Malik Ibrahim, 2018
Widjaja YR, Nugraha I. Loyalitas Merek sebagai Dampak dari Kepuasan Konsumen. Ikonomika 2016;1:1–13
Wandebori H. Revisit Intention to Hospital: Factors From A Case Study of Balimed Hospital. J Manaj Dan Terap 2017;10

Last update:

No citation recorded.

Last update:

No citation recorded.

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

Starting in 2021, the author(s) whose article is published in the JPHTCR journal attain the copyright for their article. By submitting the manuscript to JPHTCR, the author(s) agree with this policy. No special document approval is required.

The author(s) guarantee that their article is original, written by the mentioned author(s), has never been published before, does not contain statements that violate the law, does not violate the rights of others, is subject to copyright that is held exclusively by the author(s), and is free from the rights of third parties, and that the necessary written permission to quote from other sources has been obtained by the author(s).

The author(s) retain all rights to the published work, such as (but not limited to) the following rights:

Copyright and other proprietary rights related to articles, such as patents,
The right to use the substance of the article in its own future works, including lectures and books,
The right to reproduce articles for its own purposes,
The right to archive articles yourself (please read our deposit policy), and
The right to enter into separate additional contractual arrangements for the non-exclusive distribution of published versions of articles (for example, posting them to institutional repositories or publishing them in a book), with acknowledgment of its initial publication in this journal (Journal of Public Health for Tropical and Coastal Region).
If the article was prepared jointly by more than one author, each author submitting the manuscript warrants that they have been given permission by all co-authors to agree to copyright and license notices (agreements) on their behalf, and agree to notify the co-authors of the terms of this policy. JPHTCR will not be held responsible for anything that may arise because of the writer's internal dispute. JPHTCR will only communicate with correspondence authors.

Authors should also understand that once published, their articles (and any additional files, including data sets, and analysis/computation data) will become publicly available. The license of published articles (and additional data) will be governed by the Creative Commons Attribution license as currently featured on the Creative Commons Attribution-ShareAlike 4.0 International License. JPHTCR allows users to copy, distribute, display and perform work under license. Users need to attribute the author(s) and JPHTCR to distribute works in journals and other publication media. Unless otherwise stated, the author(s) is a public entity as soon as the article is published.