Hubungan Antara Brand Equity Dengan Tingkat Kepuasan Pasien RSWS Surabaya
Abstract
Latar belakang: Tingkat kepuasan pasien berkaitan secara linier dengan tingkat kualitas pelayanan sebuah rumah sakit sehingga dalam menentukan pemanfaatan pelayanan kesehatan, konsumen akan cenderung untuk melakukan berbagai pertimbangan sebelum mengambil keputusan untuk memilih pelayanan tersebut. Salah satu indikator yang dapat menjadi pertimbangan adalah merek yang merupakan identitas dari produk tersebut. Untuk mengetahui kuat tidaknya suatu merek dapat diketahui dengan mengukur brand equity rumah sakit tersebut. Tujuan dari penelitian ini untuk mengidentifikasi hubungan antara brand equity dengan kepuasan pasien Rumah Sakit Wiyung Sejahtera, Surabaya.
Metode: Penelitian menggunakan metode kuantitatif dengan pendekatan observasional analitik dan rancangan penelitian Cross-sectional. Penelitian dilaksanakan pada Agustus hingga Oktober 2023 di poli rawat jalan Rumah Sakit Wiyung Sejahtera Surabaya. Variabel dependen adalah kepuasan pasien dan variabel independen adalah brand equity. Data yang digunakan merupakan data primer melalui pembagian kuesioner kepada 100 responden yang dipilih secara systematic random sampling, kemudian dilakukan uji Spearman.
Hasil: Didapatkan hasil korelasi Spearman Rank Test pada variabel loyalitas merek diperoleh nilai p=0,000 dan nilai r=0,613. Hasil korelasi Spearman Rank Test pada variabel kesadaran merek diperoleh nilai p=0,002 dan nilai r=0,308. Hasil korelasi Spearman Rank Test pada variabel persepsi kualitas diperoleh nilai p=0,000 dan r=0,509. Hasil korelasi Spearman Rank Test pada variabel asosiasi merek diperoleh nilai p=0,000 dan r=0,439.
Kesimpulan: Terdapat hubungan yang signifikan antara keempat variabel brand equity dengan kepuasan pasien Rumah Sakit Wiyung Sejahtera Surabaya
Kata Kunci: Brand equity, Kepuasan pasien, Rumah sakit
Background: The patient satisfaction level has a linear relationship with the quality of service. Therefore, in determining the utilization of healthcare services, consumers are likely to consider various factors before deciding on choosing a particular service. One indicator that can be taken into consideration is the brand, which serves as the identity of the product. The strength of the brand of a hospital can be determined by measuring its brand equity. The objective of this research was to examine the relationship between brand equity and patient satisfaction at Wiyung Sejahtera Hospital in Surabaya.
Methods: The researchers use quantitative study methods alongside observational analytics and Cross-sectional design. The research was conducted from August to October 2023 at the outpatient clinic of Wiyung Sejahtera Hospital, Surabaya. The dependent variable was patient satisfaction, while the independent variable was brand equity. Data used were considered primary data, collected using a questionnaire and was answered by 100 respondents that were chosen with systematic random sampling. The collected data were analyzed statistically using Spearman test.
Results: The Spearman Rank Test results for the variable of brand loyalty yielded a p-value of 0.000 and an R-value of 0.613. For the variable of brand awareness, the Spearman Rank Test resulted in a p-value of 0.002 and an R-value of 0.308. The variable of perceived quality obtained a p-value of 0.000 and an R-value of 0.509. Finally, the Spearman Rank Test for the variable of brand association produced a p-value of 0.000 and r value of 0.439.
Conclusions: There was a significant correlation between the four brand equity variables and patient satisfaction at Wiyung Sejahtera Hospital, Surabaya.
Keywords: Brand equity, Hospital, Patient satisfaction
References
Mahfudhoh M, Muslimin I. Pengaruh Kualitas Pelayanan Terhadap Kepuasan Pasien Pada Rumah Sakit Umum Daerah Kota Cilegon. J Ilm Manaj Kesatuan. 2020;8(1):39–46.
Supriyanto Steafanus, Wartiningsih Minarni, Kodrat David DL. Administrasi Rumah Sakit. Pertama. Vol. 9, Ekspansi. Zifatama Jawara; 2017. 71–95 p.
Indonesia MKR. KEPMENKES N0.129 Tahun 2008. 2008 p. 3.
Wartiningsih M, Setyawan FEB. Analisis Kepuasan dan Loyalitas Pasien di Rumah Sakit Kristen Mojowarno. J Manaj Kesehat Yayasan RSDr Soetomo. 2023;9(1):196.
Dahmiri. Pengaruh Kualitas Pelayanan dan Promosi. J Mankeu. 2023;02(02):183–92.
Wartiningsih M, Silitonga HTH, Ritunga I, Prayogo MC, Wijaya ED. Patient Satisfaction Improvement by Comprehensive Holistic Services at Public Health Centre X Surabaya. Kemas. 2022;18(2):164–73.
Imran B, Ramli AH. Kepuasan Pasien, Citra Rumah Sakit Dan Kepercayaan Pasien Di Provinsi Sulawesi Barat. Pros Semin NasPakar. 2019;1–7.
Handiny F, Fitri, Oresti S. Kualitas Pelayanan Kesehatan dan Kepuasan Pasien Peserta Jaminan Kesehatan Nasional di Puskesmas X Kota Padang. J Ilm Kesehat Masy Media Komun Komunitas Kesehat Masy [Internet]. 2023;15(1):29–36. Available from: https://jikm.upnvj.ac.id/index.php/home/article/view/419
Anastasia Y. Pengaruh Kualitas Pelayanan, Kepuasan, Trust, Brand Equity, Hospital Image dan Komitmen terhadap Loyalitas Pasien Umum. J Ayurveda Medistra [Internet]. 2021; Volume 3 N(2656–3142):1–11. Available from: http://ojs.stikesmedistra-indonesia.ac.id/
Wardi DY. Buku Ajar Manajemen Pemasaran Jasa. Yasri, editor.
Universitas Negeri Padang; 2004.
Górska-Warsewicz H. Consumer or Patient Determinants of Hospital Brand Equity—A Systematic Literature Review. Int J Environ Res Public Health. 2022;19(15).
M. Anang F. Buku Pemasaran Produk dan Merek. Buku Pemasar Prod dan Merek. 2019;(August):143–4.
Syahrian MF, Angelina EN, Wienaldi. Brand Awareness dan Perceived Quality Mempengaruhi Loyalitas Pasien pada Rumah Sakit Khusus Mata Prima Vision Medan Muhammad Faridz Syahrian Eki Novaliza Angelina Wienaldi. Iilmiah ilmu Kesehat dan kedoeran. 2024;2(1).
Mardiana LA, Aritonang, Derriawan. Pengaruh Kualitas Pelayanan Terhadap Perceived Quality Dan Dampaknya Terhadap Kepuasan Pasien BPJS-Kesehatan Rawat Jalan di Rumah Sakit Umum Daerah Bayu Asih Purwakarta. Med Tadulako, J Ilm Kedokt [Internet]. 2019;6(2):132–9. Available from: http://jurnal.untad.ac.id/jurnal/index.php/MedikaTadulako/article/view/15430
Armadani FN, Supriyadi S, Ulfah NH. Hubungan Brand Equity (Brand Awarenees, Brand Associations, Perceived Quality) dengan Keputusan Pemanfaatan Klinik Laktasi di Rumah Sakit Muhammadiyah Lamongan. Prev Indones J Public Heal. 2018;3(1):49.
Wardhani DPA, Fasya AHZ, Literature Review: Analisis Pengaruh Ekuitas Merek Terhadap Loyalitas Pelanggan di Rumah Sakit Ummah. 2020.
Copyright (c) 2024 Windi Clara Viena, Minarni Wartiningsih, Imelda Ritunga
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
Authors who publish with this Journal agree to the following terms: (Download Copyright Notice)
1. Author retains copyright and grants the journal right of first publication with the work simultaneously licensed under a creative commons attribution license that allows others to share the work within an acknowledgment of the work’s authorship and initial publication of this journal.
2. Authors are able to enter into a separate, additional contractual arrangement for the non-exclusive distribution of the journal’s published version of the work (e.g. acknowledgment of its initial publication in this journal).
3. Authors are permitted and encouraged to post their work online (e.g. in institutional repositories or on their websites) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published works.
4. User/public use of this website will be licensed to Creative Commons Attribution-ShareALike 4.0 International (CC BY-SA 4.0) License.
