| dc.contributor.author | ARISTIYANTO, REGIA | |
| dc.date.accessioned | 2018-10-18T03:49:19Z | |
| dc.date.available | 2018-10-18T03:49:19Z | |
| dc.date.issued | 2018 | |
| dc.identifier.uri | http://repository.umy.ac.id/handle/123456789/22274 | |
| dc.description | Latar Belakang: Perubahan citra rumah sakit menjadi organisasi sosio-ekonomis mengharuskan rumah sakit mampu membiayai operasional dan bersaing untuk mendapatkan pangsa pasar. Rumah Sakit Gigi dan Mulut Universitas Muhammadiyah Yogyakarta (RSGM UMY) merupakan rumah sakit khusus gigi dan mulut di Yogyakarta. Rumah sakit menggunakan berbagai strategi pemasaran untuk merebut dan mempertahankan konsumen, salah satunya dengan membentuk citra merek yang baik untuk mendapatkan loyalitas konsumen. Tujuan penelitian ini adalah untuk mengetahui pengaruh citra merek terhadap loyalitas merek RSGM UMY. Metode: jenis penelitian adalah penelitian kuantitatif dengan penjelasan kausalitas dan deskriptif. Sampel yang digunakan adalah pasien poli gigi umum dan spesialis RSGM UMY yang telah melakukan kunjungan lebih dari satu kali teknik pengambilan sampel quota sampling. Analisis data yang digunakan adalah analisis regresi berganda. Hasil dan pembahasan: didapatkan bahwa dimensi citra merek berpengaruh positif dan signifikan secara simultan terhadap loyalitas merek. Keunggulan asosiasi merek dan keunikan asosiasi merek berpengaruh positif dan signifikan terhadap loyalitas merek, sedangkan kekuatan asosiasi merek berpengaruh positif dan tidak signifikan terhadap loyalitas merek RSGM UMY. Kesimpulan: citra merek berpengaruh positif dan signifikan terhadap loyalitas merek RSGM UMY.
Kata Kunci: citra merek, kekuatan asosiasi merek, keunggulan asosiasi merek, keunikan asosiasi merek, loyalitas merek | en_US |
| dc.description.abstract | Background: The change of hospital image become socio-economic organizations requires hospital has to be able to finance its operations and compete to gain the market share. Dental Hospital of Univesitas Muhammadiyah Yogyakarta is hospital in Yogyakarta. Hospital uses various marketing strategies to seize and retain consumer. One of them is making good brand image to get consumer loyalty. The purpose of study was to determine the influence of brand image towards brand loyalty of Dental Hospital of Universitas Muhammadiyah Yogyakarta. Method: The type study was quantitative research with causality and descriptive explanation. The samples were dental specialist pastient of Dental Hospital of Universitas Muhammadiyah Yogyakarta who had visited more than once with quota sampling technique. Data analysis was multiple regression analysis. Result and discussion: The results showed brand image dimensions had a positive and significant influence simulataneously towards consumer loyalty of Dental Hospital of Universitas Muhammadiyah Yogyakarta. The favorability of brand association and uniqueness of brand association had positive and significant influence towards brand loyalty, while the strength of brand association had positive and insignificant influence towards brand loyalty. Conclusion: The conclusion of the study showed brand image had a positive and significant influence towards brand loyalty of Dental Hospital of Universitas Muhammadiyah Yogyakarta.
Keywords: brand image, strength of brand association, favorability of brand association, uniqueness of brand association, brand loyalty | en_US |
| dc.language.iso | other | en_US |
| dc.publisher | MMR UMY | en_US |
| dc.subject | brand image | en_US |
| dc.subject | strength of brand association | en_US |
| dc.subject | favorability of brand association | en_US |
| dc.subject | uniqueness of brand association | en_US |
| dc.subject | brand loyalty | en_US |
| dc.title | PENGARUH CITRA MEREK TERHADAP LOYALITAS MEREK RUMAH SAKIT GIGI DAN MULUT UNIVERSITAS MUHAMMADIYAH YOGYAKARTA | en_US |
| dc.type | Thesis | en_US |
