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UEU » Journal » Manajemen Posted by [email protected] at 04/02/2021 23:35:20 • 246 Views
MARKETING MIX, BRAND IMAGE OF PERMATA KELUARGA HOSPITAL TOWARDS BRAND LOYALTY, TRUST INTERVENINGCreated by :
Dr. Imelda Mulyawati T ( none ) Natsir Nugroho Rokiah Kusumapradja
Subject: | MEREK PEMASARAN | Alt. Subject : | MARKETING BRAND | Keyword: | MARKETING MIX |
Alt. Description
The action of preventing or treating of diseases being severe will be easier even also cheaper. The small number of visit
participants of general MCU at Permata Keluarga Hospital due to lack of promotion and information, and the small loyalty rate of
general MCU participants has been becoming a problem in the hospital, thereby the research is conducted. This study aims to analyse
the marketing mix and brand image of Permata Keluarga Hospital towards customer loyalty of medical check up (MCU) through the
trust as a variable intervening. The method of this research is a causality explosive research with a research sample of 220 employees
from the company (PT) that has been conducting MCU in Permata Keluarga Hospital as many as twice. The approach conducted in
this research is survey method by giving the questionnaire. The collected Data was processed using a descriptive and quantitative
analysis tool. Then, the result of analysis was interpreted and the final step was concluded and given recommendations. This measuring
research method uses measurements through the method of Likert scale. The data used in this research is primary data. Testing data
analysis uses SEM-AMOS. The study result is obtained a positive and significant Marketing strategy towards the brand image.
Marketing strategy has a positive and significant effect on loyalty. Marketing strategy has a positive and significant effect on trust.
Brand Image has no significant effect on loyalty. Brand image has positive and significant effect on trust, belief is positive and
significant towards loyalty. Then, the marketing strategy and brand image of Permata Keluarga Hospital affect towards the loyalty
which is mediated by the trust of employees of company (PT) medical check up (MCU) participant.
Contributor | : |
- Endang Ruswanti
| Date Create | : | 04/02/2021 | Type | : | Text | Format | : | pdf | Language | : | Indonesian | Identifier | : | UEU-Journal-11_0779 | Collection ID | : | 11_0779 |
Source : International Journal of Science and Research (IJSR)
Relation Collection: Civitas Akademika Universitas Esa Unggul
Coverage : Fakultas Ekonomi dan Bisnis
Rights : @2021 Perpustakaan Universitas Esa Unggul
Publication URL : https://digilib.esaunggul.ac.id/marketing-mix--brand-image--of-permata-keluarga-hospital-towards-brand-loyalty-trust-intervening-18099.html
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