Pengaruh Brand Experience, Brand Awareness, Brand Association Dan Perceived Quality Terhadap Kepuasan Pemasaran Online Instagram Rumah Sakit Universitas Muhammadiyah Malang

Wisatya, Meirina Rosa and Dr. dr. Tita Hariyanti, M.Kes and Shofi Nur Rahmah, S.E, M.M (2024) Pengaruh Brand Experience, Brand Awareness, Brand Association Dan Perceived Quality Terhadap Kepuasan Pemasaran Online Instagram Rumah Sakit Universitas Muhammadiyah Malang. Magister thesis, Universitas Brawijaya.

Abstract

Adanya persaingan antar rumah sakit ini, membuat rumah sakit melakukan promosi kesehatan lebih kreatif dengan mengikuti perkembangan di era digital lewat media sosial seperti Instagram, facebook, youtube, tik tok, website. Harapannya rumah sakit mendapatkan bintang 5 dari masyarakat yang memberikan ulasan pada google review dengan kepuasan maksimal. Studi pendahuluan yag dilakukan peneliti kepada responden di Rumah Sakit Universitas Muhammadiyah Malang, diketahui sebanyak 42% menggunakan Instagram. Peneliti melihat gap yang terjadi antara prestasi Instagram terbaik, ulasan yang ada pada google review dan direct message Instagram, dan adanya kenaikan data kunjungan yang cukup signifikan. Penelitian ini bertujuan untuk melihat pengaruh secara parsial dan simultan dari Brand Experience, Brand Awareness, Brand Association, dan Perceived Quality Terhadap Kepuasan Pemasaran Online Instagram Rumah Sakit Universitas Muhammadiyah Malang. Penelitian ini adalah penelitian kuantitatif dengan metode cross sectional. Sampel penelitian sebanyak 96 orang dengan kriteria inklusi pasien yang telah mendapatkan perawatan di RS UMM dan memfollow Instagram RS UMM. Pengukuran kepuasan menggunakan skala likert, dengan instrument penelitian adalah kuesioner. Analisis data menggunakan Analisa regresi linier berganda. Hasil penelitian menunjukkan terdapat pengaruh secara parsial dan simultan dari Brand Experience, Brand Awareness, Brand Association, Perceived Quality Terhadap Kepuasan Pemasaran Online Instagram Rumah Sakit Universitas Muhammadiyah Malang

English Abstract

This competition between hospitals has made hospitals carry out health promotions more creatively by following developments in the digital era via social media such as Instagram, Facebook, YouTube, Tik Tok, websites. The hope is that the hospital will get 5 stars from the public who provide reviews on Google reviews with maximum satisfaction. A preliminary study conducted by researchers on respondents at the Muhammadiyah University Hospital in Malang, found that 42% used Instagram. Researchers saw a gap between the best Instagram achievements, reviews on Google reviews and Instagram direct messages, and a significant increase in visit data. This research aims to see the partial and simultaneous influence of Brand Experience, Brand Awareness, Brand Association, and Perceived Quality on Instagram Online Marketing Satisfaction at Muhammadiyah University Malang Hospital. This research is quantitative research with a cross sectional method. The research sample was 96 people with the inclusion criteria being patients who had received treatment at UMM Hospital and followed UMM Hospital's Instagram. Satisfaction measurement uses a Likert scale, with the research instrument being a questionnaire. Data analysis uses multiple linear regression analysis. The research results show that there is a partial and simultaneous influence of Brand Experience, Brand Awareness, Brand Association, Perceived Quality on Instagram Online Marketing Satisfaction at Muhammadiyah University Malang Hospital

Item Type:	Thesis (Magister)
Identification Number:	-
Divisions:	S2/S3 > Magister Manajemen Rumah Sakit, Fakultas Kedokteran
Depositing User:	soegeng sugeng
Date Deposited:	02 Dec 2024 08:09
Last Modified:	02 Dec 2024 08:09
URI:	http://repository.ub.ac.id/id/eprint/230747

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