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UEU » Journal » Magister Administrasi RS Posted by [email protected] at 28/06/2021 19:59:38 • 281 Views
SOCIAL MEDIA MARKETING RELATIONS, BRAND AWARENESS TO BRAND LOYALTY THROUGH THE BRAND IMAGECreated by :
Heskiano ( 20170309053 ) Tantri Yanuar ; Mohamad Reza Hilmy
Subject: | MEDIA SOSIAL MEREK CITRA MEREK | Alt. Subject : | MARKETING RELATIONS BRAND AWARENESS BRAND LOYALTY | Keyword: | Media marketing Citra rumah sakit |
Alt. Description
The increasing number of hospitals built by both private and government parties requires a hospital to be ready
to compete both in competing with domestic hospitals and in competing with international hospitals. This study
aims to analyze the effect of social media marketing activities, brand awareness of RSIA X on the brand loyalty
of outpatients in the midwifery section with brand image as an intervening variable. This study uses a
quantitative approach, survey methods and correlation techniques with a non-experimental design using a crosssectional
study
approach
with
a
sample
of
160
patients
who
are
outpatient
in
the
obstetrics
department
of
RSIA
X
and become a follower in social media accounts of RSIA X. Social media marketing activities, brand
awareness are independent variables. Brand image is an intervening variable and brand loyalty is a dependent
variable. This study uses a questionnaire using a Likert scale while testing data analysis using SEM. The results
showed a social media marketing and brand awareness had a positive and significant effect on brand loyalty
mediated by brand image.
Date Create | : | 28/06/2021 | Type | : | Text | Format | : | pdf | Language | : | Indonesian | Identifier | : | UEU-Journal-11_1543 | Collection ID | : | 11_1543 |
Source : Journal of Multidisciplinary Academic (JoMA) Vol. 04, No. 04, 2020
Relation Collection: Civitas Akademika Universitas Esa Unggul
Coverage : Fakultas Ilmu-Ilmu Kesehatan
Rights : @2021 Perpustakaan Universitas Esa Unggul
Publication URL : https://digilib.esaunggul.ac.id/social-media-marketing-relations-brand-awareness-to-brand-loyalty-through-the-brand-image-20504.html
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[ Link of Contents]
- Journal of Multidisciplinary Academic
https://www.kemalapublisher.com/index.php/JoMA/article/view/472/477
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