Susanto, Noor Annisa (2017) Pengaruh Emotional Branding Terhadap Switching Intention Pada Pelayanan Rawat Inap Di Rumah Sakit Universitas Muhammadiyah Malang. Magister thesis, Universitas Brawijaya.
Abstract
Konsumen yang memiliki keterikatan secara emosional pada suatu produk/jasa akan cenderung menggunakan produk/jasa tersebut berulang kali. Hal ini dikenal sebagai emotional branding. Keterikatan emosional konsumen terhadap produk diharapkan mampu mencegah switching intention konsumen. RS UMM berupaya melakukan strategi emotional branding untuk mempertahankan pelanggannya. Tujuan penelitian untuk mengetahui pengaruh emotional branding terhadap switching intention pasien rawat inap di RS UMM. Penelitian menggunakan metode kuantitatif cross sectional. Populasinya keseluruhan konsumen rawat inap di RS UMM dengan sampelnya adalah pasien berusia ≥ 17 tahun yang sedang rawat inap di RS UMM minimal satu hari. Analisa data menggunakan regresi linier berganda. Hasil menunjukkan secara simultan emotional branding (relationship, sensorial experience, imagination, dan vision) berpengaruh signifikan terhadap switching intention (p<0,05). Secara parsial tidak ada pengaruh yang bermakna dari relationship dan sensorial experience terhadap switching intention (p=0,839 dan p=0,997), sedangkan imagination dan vision secara parsial berpengaruh terhadap switching intention (p=0,023 dan p=0,005). Kesimpulan Penelitian ini menunjukkan strategi emotional branding (relationship, sensorial experience, imagination, dan vision) yang dilakukan RS UMM berpengaruh terhadap switching intention konsumen rawat inap di RS UMM.
English Abstract
Consumers that have an emotional attachment with a product/service will use the product/service repeatedly. This is known as emotional branding. Emotional attachment of consumers to the product is expected to prevent consumer switching intention. RS UMM try to apply emotional branding strategy for retain its customers. The purpose of this research is to know the effect of emotional branding on switching intention of inpatients in UMM hospital. The research used quantitative cross sectional method. The total population of inpatient consumers at UMM hospital with the sample is ≥ 17 years old patient who is inpatient in UMM hospital at least one day. Analysis using multiple linear regression. Results show simultaneous emotional branding (relationship, sensorial experience, imagination, and vision) significant effect on switching intention (p <0,05). Partially, there is no significant effect of relationship and sensorial experience on switching intention (p = 0,839 and p = 0,997), while imagination and vision partially influence switching intention (p = 0,023 and p = 0,005). Conclusion This research shows emotional branding strategy (relationship, sensorial experience, imagination, and vision) conducted by UMM hospital affecting switching intention of inpatient consumer in UMM hospital.
| Item Type: | Thesis (Magister) |
|---|---|
| Identification Number: | TES/362.110 68/SUS/p/2017/041709069 |
| Uncontrolled Keywords: | CONSUMERS - PSYCHOLOGY, CONSUMERS PREFERENCES, HOSPITAL CARE, HOSPITAL PATIENTS - SERVICEFOR, HOSPITAL - ADMINISTRATION |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.83 Market research > 658.834 Consumer research > 658.834 2 Consumer behavior |
| Divisions: | S2/S3 > Magister Manajemen Rumah Sakit, Fakultas Kedokteran |
| Depositing User: | Nur Cholis |
| Date Deposited: | 09 Nov 2017 04:14 |
| Last Modified: | 30 Nov 2021 00:56 |
| URI: | http://repository.ub.ac.id/id/eprint/5183 |
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