PENGARUH BRAND IMAGE DAN PUBLIC RELATION TERHADAP LOYALITAS PASIEN RUMAH SAKIT UMUM HASAN SADIKIN BANDUNG

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PENGARUH BRAND IMAGE DAN PUBLIC RELATION TERHADAP LOYALITAS PASIEN RUMAH SAKIT UMUM HASAN SADIKIN BANDUNG

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Title: PENGARUH BRAND IMAGE DAN PUBLIC RELATION TERHADAP LOYALITAS PASIEN RUMAH SAKIT UMUM HASAN SADIKIN BANDUNG
Author: Rachim, Taufik
Abstract: All organizations both profit-oriented and nonprofit faced with the challenge to be able to make their customers remain loyal. There are various efforts done by organizations in order to survive in their industry, one of them is by having a strong image. Theoritically, the image can be formed through public relations activities. Public relations enabled by marketing to help develop the brand image. In addition, some previous research found that brand image as an attitude will affect customer loyalty. Realizing the importance of the image in order to maintain consumer loyalty motivates the authors to analyze the effect of Brand Image and Public Relations on Patient Loyalty at Public Hospital Hasan Sadikin. At this moment, competition in the hospital industry is increase, especially after the government’s openness for the operational of international hospital in Indonesia. This study used patients of public hospital Hasan Sadikin (RSHS) who live in Bandung and more than 2 times had treatment in RSHS as sample. Study result which analyze through the spearman rank correlation showed that there is a strong relationship (rs=0.78) between the brand image and patient loyalty, while the relationship between public relations and loyalty is very low (rs= 0.159). The result shows that the brand image is more influential on patient loyalty of RSHS Bandung rather than public relations. Further, this indicates further that the majority of patiens who visit RSHS Bandung more srongly influenced by the image and reputation of the RSHS Bandung itself rather than public relations efforts undertaken by the hospital.
URI: http://repository.widyatama.ac.id/xmlui/handle/123456789/3176
Date: 2013-11-06


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DAFTAR ISI.pdf 272.0Kb PDF View/Open
ISI Buku Proceeding Call Paper Final.pdf 881.0Kb PDF View/Open
KATA PENGANTAR.pdf 245.5Kb PDF View/Open
REDAKSI.pdf 175.8Kb PDF View/Open
SAMBUTAN KETUA STIE EKUITAS.pdf 248.9Kb PDF View/Open
SUSUNAN ACARA.pdf 269.8Kb PDF View/Open
SUSUNAN PANITIA.pdf 185.8Kb PDF View/Open
Taufik Rachim.pdf 521.8Kb PDF View/Open

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