EFFECT OF MARKETING COMMUNICATION ON BRAND EQUITY AND PATIENT DECISIONS CHOOSING OBSTETRIC AND GYNECOLOGY SERVICES AT RSI HASANAH MOJOKERTO

Nida Urrahmah; Heru Suswojo; Sholihul Absor

doi:10.62567/micjo.v2i3.830

Authors

Nida Urrahmah Universitas Muhammadiyah Surabaya
Heru Suswojo Universitas Muhammadiyah Surabaya
Sholihul Absor Universitas Muhammadiyah Surabaya

DOI:

https://doi.org/10.62567/micjo.v2i3.830

Keywords:

marketing communication, brand equity, patients decision, Hospital

Abstract

The purpose of this study is to analyze the effect of marketing communication on brand equity and patient decision choosing obstetric and gynecological services at RSI Hasanah Mojokerto. The independent variable in this study is marketing communication, while the dependent variable is the patient decision, and brand equity is a variable mediator between marketing communication and patient decision. The sample of this research were BPJS patients at RSI Hasanah Mojokerto from March to May 2025 who have finished the services of obstetric and gynecological, both outpatient and inpatient. A total of 52 respondents were obtained as samples in this research. This study uses an explanatory survey research design, which involves searching and collecting primary data by directly asking questions to respondents and analyzing the effects among variables to prove the hypothesis. Data analysis using path analysis with SEM-PLS. The results of the study show that the original sample value of the direct relationship between marketing communication and patient decision is +0.101 with a P-value of 0.226. Meanwhile, the original sample values when mediated by brand equity as the mediator variable between marketing communication and patient decision are +0.680 and +0.762 with a P-value of 0.000 at a significance level of 0.05. Thus, it can be concluded that brand equity can act as a mediator between marketing communication and patient decision. With good marketing communication, the brand equity of the Hospital will increase, thereby improving patients' decision choosing obstetric and gynecological services at RSI Hasanah Mojokerto.

Downloads

Download data is not yet available.

References

Abdullah, A., Palinggi, Y., Tinggi, S., Kesehatan, I., & Parepare, F. (2024). Perbandingan Pengaruh Brand Image Dan Brand Equity Antara Rumah Sakit Islam Faisal Dan Rumah Sakit Stella Maris Terhadap Pemanfaatan Pelayanan Pada Instalasi Rawat Jalan. Jurnal Kesehatan Lentera Acitya, 11(1).

Abma, I. L., Rovers, M., & Van Der Wees, P. J. (2016). Appraising convergent validity of patient-reported outcome measures in systematic reviews: Constructing hypotheses and interpreting outcomes. BMC Research Notes, 9(1), 1. https://doi.org/10.1186/s13104-016-2034-2

Cheung, G. W., Cooper-Thomas, H. D., Lau, R. S., & Wang, L. C. (2024). Reporting reliability, convergent and discriminant validity with structural equation modeling: A review and best-practice recommendations. Asia Pacific Journal of Management, 41(2), 745–783. https://doi.org/10.1007/s10490-023-09871-y

Ernawaty, E., Wardhani, K., Supriyanto, S., Putri, N. K., & Husniyawati, Y. R. (2020). Brand Equity Analysis to Increase Health Care Utilization. Journal of Public Health Research, 9, 133–136. https://doi.org/10.4081/jphr.2020.1281

Górska-Warsewicz, H. (2022). Consumer or Patient Determinants of Hospital Brand Equity—A Systematic Literature Review. In International Journal of Environmental Research and Public Health (Vol. 19, Issue 15). MDPI. https://doi.org/10.3390/ijerph19159026

Handriyani, P. E., & Astawa, I. G. P. B. (2022). Pengaruh Tingkat Penghasilan, Pemahaman Aturan Perpajakan, Dan Sosialisasi Perpajakan Terhadap Kepatuhan Wajib Pajak UMKM Kabupaten Buleleng. Jurnal Riset Akuntansi, 01, 13–22.

Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135. https://doi.org/10.1007/s11747-014-0403-8

Hermawan, A. (2012). Komunikasi Pemasaran. Erlangga.

Iqbal, M., Magister, M., Fakultas, M., Dan, E., & Uniki, B. (2019). Faktor-Faktor Yang Mempengaruhi Persepsi Pasien Terhadap Keputusan Memilih Rumah Sakit Bireuen Medical Center Sebagai Tempat Rawat Inap. Jurnal Kebangsaan, 8(16), 35–45.

Kotler, P., & Keller, K. L. (2012). Marketing Management. Pearson Education.

Maulana, A., & Ayuningtyas, D. (2023). The Influence of Hospital Brand Image on Patient’s Decision to Choose Hospital: Literatute Review. Jurnal Administrasi Rumah Sakit Indonesia, 9(3), 80–85. https://doi.org/10.7454/arsi.v9i3.7284

Mohamed, Z., Hasbiah Ubaidullah, N., & Ilyana Mohd Yusof, S. (2018). An Evaluation of Structural Model for Independent Learning Through Connectivism Theory and Web 2.0 Towards Students’ Achievement.

Mukaram, A., Sangen, M., & Rifani, A. (2018). The Effect Of Brand Equity On Purchase Decisions At Banjarmasin Islamic Hospital, Indonesia Services. European Journal of Economic and Financial Research, 3(2), 101–116. https://doi.org/10.5281.zenodo.2532797

Novriwanda, R., & Herman, S. (2024). Determinan Preferensi Konsumen Dalam Memilih Rumah Sakit Syariah. IMANENSI: Jurnal Ekonomi, Manajemen, Dan Akuntansi Islam, 9(1), 37–46. https://doi.org/10.34202/imanensi.9.1.2024.37-46

Sugiyono. (2014). Statistika Untuk Penelitian. Alfabeta.

Sumarwan, U. (2011). Perilaku Konsumen Teori dan Penerapannya dalam Pemasaran. Ghalia Indonesia.

Wiyono, S. P., & Antonio, F. (2024). Importance Performance Map Analysis on Hospital Branding toward Hospital Choice Intention. JMMR (Jurnal Medicoeticolegal Dan Manajemen Rumah Sakit), 13(3), 315–331. https://doi.org/10.18196/jmmr.v13i3.481