| NIM | G1G013024 |
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| Namamhs | MARIA YULIANI |
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| Judul Artikel | Perbedaan Brand Knowledge, Brand Relationship, Brand Attachment dan Behavioral Outcomes Masyarakat Pada Rumah Sakit Gigi dan Mulut (RSGM) Universitas Jenderal Soedirman Purwokerto Berdasarkan Karakteristik Demografik |
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| Abstrak (Bhs. Indonesia) | Kunjungan pasien dipengaruhi oleh banyak faktor seperti brand knowledge, brand relationship, brand attachment dan behavioral outcomes. Masing-masing faktor berbeda jika dilihat dari karakteristik demografik konsumen. Tujuan penelitian ini adalah membandingkan perbedaan brand knowledge, brand relationship, brand attachment dan behavioural outcomes masyarakat pada RSGM Unsoed Purwokerto berdasarkan karakteristik demografik (jenis kelamin, usia, lokasi, tingkat pendidikan dan kondisi ekonomi). Pendekatan cross-sectional berupa survei digunakan sebagai metode pengumpulan data dan dilakukan pada 99 responden masyarakat umum serta 97 responden pasien UPU RSGM Unsoed Purwokerto. Keempat variabel diukur menggunakan 12 instrumen penelitian berupa kuesioner. Data dianalisis menggunakan uji Chi-Square dan Uji Kruskal-Wallis khusus karakteristik demografik lokasi melalui software SPSS. Hasil analisis menunjukkan terdapat perbedaan brand knowledge pada karakteristik usia dan tidak berbeda pada karakteristik demografik lainnya (p = 0,000). Brand relationship berbeda pada karakteristik jenis kelamin (p = 0,017), lokasi (p = 0,011), tingkat pendidikan (p = 0,000) dan kondisi ekonomi (p = 0,006). Brand attachment RSGM Unsoed Purwokerto secara umum belum terbangun dan hanya berbeda pada karakteristik demografik jenis kelamin (0,046). Behavioral outcomes responden berjenis kelamin perempuan (p = 0,004) dan berpendidikan rendah (p = 0,029) memiliki nilai yang lebih baik. Simpulan penelitian ini adalah terdapat perbedaan brand knowledge pada karakteristik usia, brand relationship pada karakteristik jenis kelamin, lokasi, tingkat pendidikan dan kondisi ekonomi, brand attachment pada karakteristik jenis kelamin dan behavioral outcomes pada karakteristik jenis kelamin dan tingkat pendidikan. Pihak pengelola RSGM Unsoed Purwokerto disarankan memperhatikan setiap karakteristik demografik tersebut dalam upaya peningkatan jumlah kunjungan pasien melalui peningkatan kualitas pelayanan dan upaya promosi yang tepat. |
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| Abtrak (Bhs. Inggris) | The patient visits as a purchase behavior (purchase intention) are influenced by many factors such as brand knowledge, brand relationship, brand attachment and behavioral outcomes of the patients. Each factors are different depend on demographic characteristics. Demographic characteristics could be gender, age, location of the consumer, level of education and economic conditions. The purpose of this study was to compare differences in brand knowledge, brand relationship, brand attachment and behavioral outcomes at the Jenderal Soedirman University Dental Hospital based on demographic characteristics (gender, age, location, education level and economic conditions). Cross-sectional approach of a survey conducted in 99 respondents of the civilian and 97 respondents of the Jenderal Soedirman University Dental Hospital General Service Unit patients. All variables were measured using 12 research instruments. Data were analyzed using Chi-Square test and Kruskal-Wallis especially for locations characteristics through SPSS software. The analysis shows there is a difference of brand knowledge depend on the age group, but there is no different in other demographic characteristics (p = 0.000). Brand relationship is different depend on the characteristics of gender (p = 0.017), location (p = 0.011), education level (p = 0.000) and economic conditions (p = 0.006). Brand attachment of the Dental Hospital of Jenderal Soedirman University generally underdeveloped and only differ in gender (0,046). As for the behavioral outcomes, female respondents (p = 0.004) and respondents with low levels of education (p = 0.029) had better behavioral outcomes. The conclusion, there is a difference of brand knowledge depend on characteristics of age, brand relationship difference depend on the gender, location, education level and economic conditions, brand attachment difference depend on gender and behavioral outcomes difference depend on gender and education level. The management should have attention to each demographic characteristics suggested that in order to increase the number of hospital visits through improved quality of dental health care and directly proper advertising efforts. |
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| Kata kunci | brand knowledge, brand relationship, brand attachment, behavioral outcomes, RSGM |
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| Pembimbing 1 | Refius Pradipta Setyanto, S.E., M.Si |
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| Pembimbing 2 | drg. Arwita Mulyawati, MH. Kes |
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| Pembimbing 3 | |
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| Tahun | 2017 |
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| Jumlah Halaman | 129 |
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| Tgl. Entri | 2017-06-09 14:59:15.771188 |
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