Pengaruh Word of Mouth dan Brand Image terhadap Keputusan Memilih Layanan Rumah Sakit Pendidikan Universitas Hasanuddin
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Published:
Dec 31, 2023
Keywords:
Word of Mouth, Brand Image, Keputusan Memilih
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Abstract
Hospitals are now public health service facilities that are not only socially oriented but also have business aspects. Increasingly tight competition between health service facilities requires hospitals to pay attention to the factors that underlie, direct and encourage patients' decisions in choosing a hospital, including word of mouth (WOM) communication and brand image. This study aims to determine the influence of WOM and brand image on the decision to choose outpatient services at Rumah Sakit Pendidikan Universitas Hasanuddin. This research was conducted using descriptive quantitative methods. Data collection was carried out by distributing questionnaires to 201 respondents. The sampling technique used was accidental sampling, namely distributing questionnaires to respondents who happened to be present or available in a place according to the research context. Processing research data using the SPSS version 25.0 application. Instrument testing was carried out using validity and reliability tests. Data testing was carried out using the classic assumption test. The analysis used is multiple regression analysis. Hypothesis testing was carried out using the t test and F test. The results of the study stated that there was an influence of word of mouth and brand image on the decision to choose hospital outpatient services both partially and simultaneously, but the influence of the WOM and brand image variables together (simultaneously). ) is only 33.8%, or can be said to have a weak influence.
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Pengaruh Word of Mouth dan Brand Image terhadap Keputusan Memilih Layanan Rumah Sakit Pendidikan Universitas Hasanuddin. (2023). Wardah, 24(2), 75-91. https://doi.org/10.19109/wardah.v24i2.21184
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How to Cite
Pengaruh Word of Mouth dan Brand Image terhadap Keputusan Memilih Layanan Rumah Sakit Pendidikan Universitas Hasanuddin. (2023). Wardah, 24(2), 75-91. https://doi.org/10.19109/wardah.v24i2.21184
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Irawan, A., Putri, L. Tr., & Henrizal. The Influence of Social Media and Word of Mouth on the Purchasing Decisions of Florist Consumers in The Bangkinang City. 296–301. https://doi.org/https://doi.org/10.55768/jrmi.v4i3.140, 2022.
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Lu, N., & Wu, H.. Exploring the impact of word-of-mouth about Physicians’ service quality on patient choice based on online health communities. BMC Medical Informatics and Decision Making, 16(1), 1–10. https://doi.org/10.1186/s12911-016-0386-0, 2016.
Mahaputra, M. R., & Saputra, F. Relationship Word of Mouth, Advertising and Product Quality to Brand Awareness. Dinasti International Journal of Digital Business Management, 2(6), 1099–1108. https://doi.org/https://doi.org/10.31933/dijdbm.v2i6.1331, 2021.
Martin, S. Word-of-mouth in the health care sector: a literature analysis of the current state of research and future perspectives. International Review on Public and Nonprofit Marketing, 14(1), 35–56. https://doi.org/10.1007/s12208-016-0154-y, 2017.
Mislawaty, S. E., Harahap, R., & Anisyah, S. (2022). Digitalizing Governance in South Sumatera: An Introduction “E-Sumsel” System Reforming Public Service Management. Jurnal Bina Praja: Journal of Home Affairs Governance, 14(3), 399–411. https://doi.org/10.21787/jbp.14.2022.399-411
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Saleem, H., & Raja, N. S. The impact of service quality on customer satisfaction, customer loyalty and brand image: Evidence from hotel industry of Pakistan. Middle - East Journal of Scientific Research, 19(5), 706–711. https://doi.org/10.5829/idosi.mejsr.2014.19.5.21018, 2014.
Saputra, G. W., & Ardani, I. G. A. K. S. Pengaruh Digital Marketing, Word of Mouth, dan Kualitas Pelayanan Terhadap Keputusan Pembelian. E-Jurnal Manajemen, 9(7), 2596–2620. https://doi.org/https://doi.org/10.24843/EJMUNUD.2020.v09.i07.p07 ISSN, 2020.
Stankevich, A. Explaining the Consumer Decision-Making Process: Critical Literature Review. Journal of International Business Research and Marketing, 2(6), 7–14. https://doi.org/10.18775/jibrm.1849-8558.2015.26.3001, 2017..
Sudirjo, F., Priyana, Y., & Permana, R. M. Pengaruh E-Wom , Promosi dan Brand Image Terhadap Keputusan Pembelian Produk MS Glow Beauty di Provinsi Jawa Barat. Jurnal Bisnis Dan Manajemen West Science, 2(02), 2023.
https://doi.org/http://dx.doi.org/10.58812/jbmws.v2i02.331
Taheri, B., Chalmers, D., Wilson, J., & Arshed, N.. Would you really recommend it? Antecedents of word-of-mouth in medical tourism. Tourism Management, 83(May 2020). https://doi.org/10.1016/j.tourman.2020.104209,
Taufik, E. R., Hasan, S., Titin, T., Singagerda, F. S., & Sinambela, E. A.. Hospitals Visit Intention and Visit Decision: How the Role of Viral and Word of Mouth Marketing? Frontiers in Public Health, 10(July), 1–4. https://doi.org/10.3389/fpubh.2022.948554, 2022
Ulum, M., & Tussifah, H. Analisis Pengaruh Brand Image dan Fasilitas Rumah Sakit Terhadap Keputusan Konsumen Menggunakan Jasa Kesehatan (Survey Pada RSI PKU Muhammadiyah Kabupaten Tegal). Islamic Business and Management Journal, 2(1). https://doi.org/https://doi.org/10.21111/ibmj.v2i1.3150, 2019..
Wijaya, B. S. Dimensions of Brand Image: A Conceptual Review from the Perspective of Brand Communication. European Journal of Business and Management, 5(31), 55–65. https://doi.org/10.13140/ejbm.2013.55.65, 2013.
Yusnita, E., & Anisyah, S. (2023). Balancing Interests in Responding Pandemic Covid-19 in Palembang: The Policy Networks Analysis. Jurnal Studi Sosial Dan Politik, 7(1), 79-91. https://doi.org/https://doi.org/10.19109/jssp.v7i1.16118
Yaman, Z. The Effect of Word of Mouth on Purchase Behavior Via Brand Bimage and Perceive Quality. Montenegrin Journal of Economics, 14(2), 175–182. https://doi.org/10.14254/1800-5845/2018.14-2.12, 2018.
www.bps.go.id
Priansa, D. J. Komunikasi Pemasaran Terpadu (2nd ed.). CV Pustaka Setia. 2021.
Ali, H., Narulita, E., & Nurmahdi, A.. The Influence of Service Quality, Brand Image and Promotion on Purchase Decision at MCU Eka Hospital. Saudi Journal of Business and Management Studies (SJBMS), 3(1), 88–97. https://doi.org/10.21276/sjbms.2018.3.1.12, 2018.
Anisyah, S. (2022). Women Pregnancy amids Covid-19: Understanding Vulnerability, Developing Vaccine Strategy, and Capacity in Palembang. Jurnal Studi Sosial Dan Politik, 6(2), 205-216. https://doi.org/https://doi.org/10.19109/jssp.v6i2.13350
Berger, J.. Word of mouth and interpersonal communication: A review and directions for future research. Journal of Consumer Psychology, 24(4), 586–607. https://doi.org/10.1016/j.jcps.2014.05.002, 2014.
Cahyani, K. I., & Sutrasmawati, E. Pengaruh Brand Awareness dan Brand Image Terhadap Keputusan Pembelian. Management Analysis Journal, 5(4), 281–288. https://doi.org/https://doi.org/10.15294/maj.v5i4.8350, 2016.
Chairunnisa, S. F., Darmawansyah, & Palutturi, S.. Pengaruh Brand Image Terhadap Keputusan Menggunakan Pelayanan Rawat Jalan RSUD Haji Makassar. 3(2), 179–190. https://doi.org/http://dx.doi.org/10.30597 / hjph .v 3 i 2 . 21914, 2022.
Cham, T. H., Cheng, B. L., Low, M. P., & Cheok, J. B. C. Brand Image as The Competitive Edge for Hospitals in Medical Tourism. European Business Review, 33(1). https://doi.org/10.1108/EBR-10-2019-0269, 2021.
Cham, T. H., Lim, Y. M., Aik, N. C., & Tay, A. G. M.. Antecedents of hospital brand image and the relationships with medical tourist’ behavioral intention. International Journal of Pharmaceutical and Healthcare Marketing, 10(4), 412–431. https://doi.org/10.1108/IJPHM-02-2016-0012, 2016.
Chen, Z., & Yuan, M.. Psychology of Word of Mouth Marketing. Current Opinion in Psychology, 1(19), 1–25. https://doi.org/https://doi.org/10.1016/j.copsyc.2019.06.026, 2019.
Huete-Alcocer, N.. A literature review of word of mouth and electronic word of mouth: Implications for consumer behavior. Frontiers in Physiology, 8(JUL), 1–4. https://doi.org/10.3389/fpsyg.2017.01256, 2017.
Irawan, A., Putri, L. Tr., & Henrizal. The Influence of Social Media and Word of Mouth on the Purchasing Decisions of Florist Consumers in The Bangkinang City. 296–301. https://doi.org/https://doi.org/10.55768/jrmi.v4i3.140, 2022.
Kitapci, O., Akdogan, C., & Dortyol, İ. T. The Impact of Service Quality Dimensions on Patient Satisfaction, Repurchase Intentions and Word-of-Mouth Communication in the Public Healthcare Industry. Procedia - Social and Behavioral Sciences, 148(1), 161–169. https://doi.org/10.1016/j.sbspro.2014.07.030, 2014.
Lee, J. L., James, J. D., & Kim, Y. K.. A Reconceptualization of Brand Image. International Journal of Business Administration, 5(4), 1–11. https://doi.org/10.5430/ijba.v5n4p1, 2014.
Lu, N., & Wu, H.. Exploring the impact of word-of-mouth about Physicians’ service quality on patient choice based on online health communities. BMC Medical Informatics and Decision Making, 16(1), 1–10. https://doi.org/10.1186/s12911-016-0386-0, 2016.
Mahaputra, M. R., & Saputra, F. Relationship Word of Mouth, Advertising and Product Quality to Brand Awareness. Dinasti International Journal of Digital Business Management, 2(6), 1099–1108. https://doi.org/https://doi.org/10.31933/dijdbm.v2i6.1331, 2021.
Martin, S. Word-of-mouth in the health care sector: a literature analysis of the current state of research and future perspectives. International Review on Public and Nonprofit Marketing, 14(1), 35–56. https://doi.org/10.1007/s12208-016-0154-y, 2017.
Mislawaty, S. E., Harahap, R., & Anisyah, S. (2022). Digitalizing Governance in South Sumatera: An Introduction “E-Sumsel” System Reforming Public Service Management. Jurnal Bina Praja: Journal of Home Affairs Governance, 14(3), 399–411. https://doi.org/10.21787/jbp.14.2022.399-411
Ruswanti, E., Yanti, A. R., & Kusumawati, M. D. Word of mouth, trust, satisfaction and effect of repurchase intention to Batavia hospital in west.pdf. Management Science Letters, 1(10), 265–270. https://doi.org/10.5267/j.msl.2019.9.006, 2019.
Saleem, H., & Raja, N. S. The impact of service quality on customer satisfaction, customer loyalty and brand image: Evidence from hotel industry of Pakistan. Middle - East Journal of Scientific Research, 19(5), 706–711. https://doi.org/10.5829/idosi.mejsr.2014.19.5.21018, 2014.
Saputra, G. W., & Ardani, I. G. A. K. S. Pengaruh Digital Marketing, Word of Mouth, dan Kualitas Pelayanan Terhadap Keputusan Pembelian. E-Jurnal Manajemen, 9(7), 2596–2620. https://doi.org/https://doi.org/10.24843/EJMUNUD.2020.v09.i07.p07 ISSN, 2020.
Stankevich, A. Explaining the Consumer Decision-Making Process: Critical Literature Review. Journal of International Business Research and Marketing, 2(6), 7–14. https://doi.org/10.18775/jibrm.1849-8558.2015.26.3001, 2017..
Sudirjo, F., Priyana, Y., & Permana, R. M. Pengaruh E-Wom , Promosi dan Brand Image Terhadap Keputusan Pembelian Produk MS Glow Beauty di Provinsi Jawa Barat. Jurnal Bisnis Dan Manajemen West Science, 2(02), 2023.
https://doi.org/http://dx.doi.org/10.58812/jbmws.v2i02.331
Taheri, B., Chalmers, D., Wilson, J., & Arshed, N.. Would you really recommend it? Antecedents of word-of-mouth in medical tourism. Tourism Management, 83(May 2020). https://doi.org/10.1016/j.tourman.2020.104209,
Taufik, E. R., Hasan, S., Titin, T., Singagerda, F. S., & Sinambela, E. A.. Hospitals Visit Intention and Visit Decision: How the Role of Viral and Word of Mouth Marketing? Frontiers in Public Health, 10(July), 1–4. https://doi.org/10.3389/fpubh.2022.948554, 2022
Ulum, M., & Tussifah, H. Analisis Pengaruh Brand Image dan Fasilitas Rumah Sakit Terhadap Keputusan Konsumen Menggunakan Jasa Kesehatan (Survey Pada RSI PKU Muhammadiyah Kabupaten Tegal). Islamic Business and Management Journal, 2(1). https://doi.org/https://doi.org/10.21111/ibmj.v2i1.3150, 2019..
Wijaya, B. S. Dimensions of Brand Image: A Conceptual Review from the Perspective of Brand Communication. European Journal of Business and Management, 5(31), 55–65. https://doi.org/10.13140/ejbm.2013.55.65, 2013.
Yusnita, E., & Anisyah, S. (2023). Balancing Interests in Responding Pandemic Covid-19 in Palembang: The Policy Networks Analysis. Jurnal Studi Sosial Dan Politik, 7(1), 79-91. https://doi.org/https://doi.org/10.19109/jssp.v7i1.16118
Yaman, Z. The Effect of Word of Mouth on Purchase Behavior Via Brand Bimage and Perceive Quality. Montenegrin Journal of Economics, 14(2), 175–182. https://doi.org/10.14254/1800-5845/2018.14-2.12, 2018.
www.bps.go.id