MODEL KETERKAITAN EKUITAS MEREK DAN WORD OF MOUTH DENGAN INTENSI BERKUNJUNG DI RUMAH SAKIT KHUSUS BEDAH X TAHUN 2018

Adhyka, Nurmaines and Lita, Ratni Prima and Semiarty, Rima (2018) MODEL KETERKAITAN EKUITAS MEREK DAN WORD OF MOUTH DENGAN INTENSI BERKUNJUNG DI RUMAH SAKIT KHUSUS BEDAH X TAHUN 2018. Masters thesis, Universitas Andalas.

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Abstract

The paper aims to seek relationship brand equity dimensions and word of mouth on purchase intention in health sector. The survey method was used to collect data from 115 patients who not using national coverage in surgery specialist hospital X on Padang City, Indonesia. Convenient sampling was used to choose patients with cross sectional design and structural equation modeling was used to test hypotheses. The results of the study reveal that brand awareness, brand association, perceived quality and brand loyalty are dimensions which build brand equity. Brand equity and word of mouth have significant impact on patient purchase intention in hospital. This study is providing an insight how important to build strong brand equity dimensions in service competitions. This study is a research that combines brand equity and word of mouth in patients purchase intention especially for patients who not using national coverage in surgery specialist hospital. Keywords: brand equity, word of mouth, purchase intention

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