Pengaruh Word of Mouth dan Brand Image terhadap Keputusan Memilih Layanan Rumah Sakit Pendidikan Universitas Hasanuddin
Bilah Samping Artikel
Diterbitkan:
Dec 31, 2023
Kata Kunci:
Word of Mouth, Brand Image, Keputusan Memilih
Isi Artikel Utama
Abstrak
Rumah sakit saat ini menjadi fasilitas layanan kesehatan masyarakat yang tidak hanya berorientasi sosial namun juga aspek bisnis. Persaingan antar fasilitas layanan jasa kesehatan yang semakin ketat menuntut rumah sakit untuk memperhatikan faktor-faktor yang melatarbelakangi, mengarahkan serta mendorong keputusan pasien dalam memilih rumah sakit, diantaranya adalah komunikasi dari mulut ke mulut (WOM) dan brand image. Penelitian ini bertujuan untuk mengetahui pengaruh WOM dan brand image terhadap keputusan memilih layanan rawat jalan di Rumah Sakit Pendidikan Universitas Hasanuddin. Penelitian ini dilakukan dengan metode kuantitatif deskriptif. Pengambilan data dilakukan dengan menyebarkan kuisioner terhadap 201 responden. Teknik sampling yang digunakan adalah aksidental sampling, yaitu menyebarkan kuisioner kepada responden yang kebetulan ada atau tersedia di suatu tempat sesuai dengan konteks penelitian. Pengolahan data penelitian menggunakan aplikasi SPSS versi 25.0 Pengujian instrumen dilakukan dengan uji validitas dan uji reliabilitas. Pengujian data dilakukan dengan uji asumsi klasik. Analisis yang digunakan adalah analisis regresi berganda. Pengujian hipotesis dilakukan dengan uji t dan uji F. Hasil penelitian menyatakan bahwa terdapat pengaruh word of mouth dan brand image terhadap keputusan memilih layanan rawat jalan rumah sakit baik secara parsial maupun secara simultan, namun pengaruh variabel WOM dan brand image secara bersama-sama (simultan) hanya sebesar 33,8 %, atau dapat dikatakan memiliki pengaruh yang lemah.
Rincian Artikel
Cara Mengutip
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
Terbitan
Bagian
Artikel
- Penulis menyimpan hak cipta dan memberikan jurnal hak penerbitan pertama naskah secara simultan dengan lisensi di bawah Creative Commons Attribution License yang mengizinkan orang lain untuk berbagi pekerjaan dengan sebuah pernyataan kepenulisan pekerjaan dan penerbitan awal di jurnal ini.
- Penulis bisa memasukkan ke dalam penyusunan kontraktual tambahan terpisah untuk distribusi non ekslusif versi kaya terbitan jurnal (contoh: mempostingnya ke repositori institusional atau menerbitkannya dalam sebuah buku), dengan pengakuan penerbitan awalnya di jurnal ini.
- Penulis diizinkan dan didorong untuk mem-posting karya mereka online (contoh: di repositori institusional atau di website mereka) sebelum dan selama proses penyerahan, karena dapat mengarahkan ke pertukaran produktif, seperti halnya sitiran yang lebih awal dan lebih hebat dari karya yang diterbitkan. (Lihat Efek Akses Terbuka).
Cara Mengutip
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
Referensi
Lupiyoadi, R. Manajemen Pemasaran Jasa (3rd ed.). Salemba Empat, 2013.
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
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