ESTD PERPUSTAKAAN UNTAD
ESTD PERPUSTAKAAN UNTAD
| JudulHubungan Brand Image (Citra Merek) Dengan Keputusan Pasien Menggunakan Kembali Layanan Rawat Inap Di Rumah Sakit Budi Agung Kota Palu |
| Nama: FRESYA INDAH NOVIANDARI |
| Tahun: 2021 |
| Abstrak The development of hospital is a challenge for hospital manager because it creates increasingly fierce competition. The image of the hospital will have an impact on the patient's assessment of the hospital. Budi Agung Hospital has tried the best service supported by good facilities, but few patients expressed their disappointment. Data obtained from the number of inpatient visits for the last three years has decreased. In 2017, there were 10.309 patients. In 2018, there were 10.028 patients, and in 2019 there were 9.420 patients. This research aims to determine the relationship between corporate identity, physical environment, contact personnel, and service offering with the patient's decision to reuse inpatient services at Budi Agung Hospital. This research was quantitative with a cross-sectional approach. The numbers of samples were 100 respondents. The analysis used was Fisher's Exact Test. The results show that corporate identity (p=0.007) and the physical environment (p=0.002) related to the patient's decision to reuse inpatient services. Meanwhile, the contact personnel (p=0.205) and the service offering (p=0.197) have no relationship with the patient's decision to reuse inpatient services at Budi Agung Hospital. Hopefully, Budi Agung Hospital will continuously improve its positive image by improving existing facilities and services. Keywords: Brand Image, Patient Decision |