Building Patient Loyalty: Brand Equity Aspects Study in Maternal and Child Polyclinic

DOI

10.2991/ahsr.k.201203.012How to use a DOI?

Keywords

Brand equity, Patient loyalty, Maternal dan Child Polyclinic, Brand Image

Abstract

This research used analytic observational approach with the design of the cross sectional. This research was using purposive sampling. Data collection used the questionnaire and also data analysis used regression logistic. The results of this research show that 50.5% of respondents in aged 26-33 years. Furthermore, it explained that on significant level 95%, Variables which has correlation with the loyalty patient of Maternal and Child Polyclinic are brand image with p-value 0.024 and brand loyalty of the brand with p-value 0.05. Moreover, the coefficient of determination shows 32.8% for loyalty of Maternal and Child Polyclinic in RSIA Muhammadiyah Malang. It means that this research variables affect patient loyalty only 32.8%. A summary of this research, brand image and brand loyalty had significant correlation with loyalty patient of Maternal and Child Polyclinic while brand awareness and quality perception did not have any relative with patient loyalty.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Afifah
AU  - Silmy Marintan
AU  - Nurnaningsih Herya Ulfah
PY  - 2020
DA  - 2020/12/04
TI  - Building Patient Loyalty: Brand Equity Aspects Study in Maternal and Child Polyclinic
BT  - Proceedings of the 1st International Scientific Meeting on Public Health and Sports (ISMOPHS 2019)
PB  - Atlantis Press
SP  - 64
EP  - 71
SN  - 2468-5739
UR  - https://doi.org/10.2991/ahsr.k.201203.012
DO  - 10.2991/ahsr.k.201203.012
ID  - 2020
ER  -