ANALISIS PENGARUH KUALITAS PELAYANAN DAN EKUITAS MEREK TERHADAP LOYALITAS PELANGGAN
Keywords:
service quality, brand equaty, customer loyalty, hospital
Abstract
This study aim to analyze service quality and brand equity towards customer loyalty. A total 261 patients of ASIH maternity hospital were taken as samples using the convenience sampling method. Multiple linear regression analysis was used to analyze data in this study. The results showed that service quality and brand equity were have positive and significant effect to the loyalty of Asih maternity hospital customers. Adjusted R2 value is 0.169 which means that 16.9% of customer loyalty in RSB Asih can be explaned by service quality factors and brand equity. Therefore, to increase customer loyalty, take a policy that can improve service quality by providing training for employees in serving patients
References
A Parasuraman.,V Zeithaml.&L Berry. (1985) A Conceptuual model of service quality and its implications for future research, Journal Of Marketing, Vol 49
Aaker, A. David. 2008. Manajemen Ekuitas Merek. Alih bahasa oleh Aris Ananda. Jakarta: Mitra Utama
Alamsyah (2013). Studi kasus Rumah Sakit Syarif Hidayatullah, diakses 28 April 2015 dari http://repository.uinjkt.ac.id/dspace/bitstream/123456789/23910/1/ALAMSYAH%20(206081004228).pdf
Amine, A, (1998) “Consumer’s true brand loyalty: the central role of commitment”, Journal of Strategic Marketing, Vol. 6, pp. 305-19. 1998
Bamert, T. & Wehrli, H.P. (2005) Service quality as an important dimension of brand equity in Swiss services industries. Managing Service Quality: An International Journal, 15(2): 132–141
Chahal, Hardeep and Madhu Bala. (2012). Significant Component of Service Brand Equaty in Healthcare Sector. International Journal of Healt Care Quality Assurance, Vol. 25, No. 4, pp. 343-362
Durianto, Darmadi (2001). Strategi Menaklukkan Pasar Melalui Riset Ekuitas dan Perilaku Merek, Jakarta: PT. Gramedia Pustaka Utama
Depkes RI. (2009) Rencana Pembangunan Jangka Panjang Bidang Kesehatan 2005 – 2025. Jakarta: Depkes RI. http://www.depkes.go.id.
Erden, T., Swait, J., Broniarczyk, S., Chakravarti, D., Kapferer, J.N., Keane, M., Roberts, J., Steenkamp, J.B.E.M. and Zettelmeyer, F, (1999) “Brand equity, consumer learning and choice” Marketing Letters, Vol. 10 No. 3, pp. 301-18
Ghozali, Imam. 2005. Aplikasi Analisis Multivariate dengan SPSS. Semarang: Badan Penerbit UNDIP
Griffin, Jill. (2003). Customer Loyalty : Menumbuhkan dan Mempertahankan Pelanggan. Penerbit : Erlangga, Jakarta.
Hasan, Iqbal. (2002). Pokok – Pokok Materi Metodologi Penelitian dan Aplikasinya. Jakarta : Ghalia Indonesia
Kotler dan Keller, L (2009). Manajemen Pemasaran. Jilid I. Edisi ke 13. Jakarta: Erlangga
Kotler, Philip (2000). Prinsip – Prinsip Pemasaran Manajemen, Jakarta : Prenhalindo
Kotler, Philip dan Gary armstrong, (2009) Prinsip-Prinsip Pemasaran, Edisi 12, jilid 2,. Jakarta: Erlangga
Kotler, Philip. (2001). Manajemen Pemasaran: Analisis, Perencanaan,. Implementasi dan Kontrol. Jakarta: PT. Prehallindo
Lovelock, Christopher.H and Wright, Lauren K.(2007) Manajemen Pemasaran Jasa. Alih bahasa Agus Widyantoro. Cetakan Kedua. Jakarta: PT. Indeks
Petersen, L., Jeppesen, P., Thorup, A., Abel, M. B., Ohlensch- laeger, J., Christensen, T. O. & Nordentoft, M, “A randomised multicentre trial of integrated versus standard treatment for patients with a first episode of psychotic illness”, British Medical Journal, 331, 602. 2005
Rangkuti, Freddy (2002), Measuring Customer Satisfaction, Penerbit PT. Gramedia Pustaka Utama, Jakarta
Sugiyono. (2010). Metode Penelitian Pendidikan Pendekatan Kuantitatif, kualitatif, dan R&D. Bandung: Alfabeta
Sunyoto, D (2014). Praktik Riset Perilaku Konsumen. Yogyakarta: Center of Academic Publishing Service.
Sunyoto, Danang (2014). Konsep Dasar Riset Pemasaran & Perilaku Konsumen. Yogyakarta: CAPS.
Tjiptono, Fandy, (2002), Manajemen Jasa, Penerbit: ANDI YOGYAKARTA
______ (2005), Pemasaran Jasa, Edisi pertama, Yogyakarta; Penerbit. Bayumedia Publishing
Umar, Husein. (2010). Riset Pemasaran dan Perilaku Konsumen. Gramedia Pustaka Utama, Jakarta
Aaker, A. David. 2008. Manajemen Ekuitas Merek. Alih bahasa oleh Aris Ananda. Jakarta: Mitra Utama
Alamsyah (2013). Studi kasus Rumah Sakit Syarif Hidayatullah, diakses 28 April 2015 dari http://repository.uinjkt.ac.id/dspace/bitstream/123456789/23910/1/ALAMSYAH%20(206081004228).pdf
Amine, A, (1998) “Consumer’s true brand loyalty: the central role of commitment”, Journal of Strategic Marketing, Vol. 6, pp. 305-19. 1998
Bamert, T. & Wehrli, H.P. (2005) Service quality as an important dimension of brand equity in Swiss services industries. Managing Service Quality: An International Journal, 15(2): 132–141
Chahal, Hardeep and Madhu Bala. (2012). Significant Component of Service Brand Equaty in Healthcare Sector. International Journal of Healt Care Quality Assurance, Vol. 25, No. 4, pp. 343-362
Durianto, Darmadi (2001). Strategi Menaklukkan Pasar Melalui Riset Ekuitas dan Perilaku Merek, Jakarta: PT. Gramedia Pustaka Utama
Depkes RI. (2009) Rencana Pembangunan Jangka Panjang Bidang Kesehatan 2005 – 2025. Jakarta: Depkes RI. http://www.depkes.go.id.
Erden, T., Swait, J., Broniarczyk, S., Chakravarti, D., Kapferer, J.N., Keane, M., Roberts, J., Steenkamp, J.B.E.M. and Zettelmeyer, F, (1999) “Brand equity, consumer learning and choice” Marketing Letters, Vol. 10 No. 3, pp. 301-18
Ghozali, Imam. 2005. Aplikasi Analisis Multivariate dengan SPSS. Semarang: Badan Penerbit UNDIP
Griffin, Jill. (2003). Customer Loyalty : Menumbuhkan dan Mempertahankan Pelanggan. Penerbit : Erlangga, Jakarta.
Hasan, Iqbal. (2002). Pokok – Pokok Materi Metodologi Penelitian dan Aplikasinya. Jakarta : Ghalia Indonesia
Kotler dan Keller, L (2009). Manajemen Pemasaran. Jilid I. Edisi ke 13. Jakarta: Erlangga
Kotler, Philip (2000). Prinsip – Prinsip Pemasaran Manajemen, Jakarta : Prenhalindo
Kotler, Philip dan Gary armstrong, (2009) Prinsip-Prinsip Pemasaran, Edisi 12, jilid 2,. Jakarta: Erlangga
Kotler, Philip. (2001). Manajemen Pemasaran: Analisis, Perencanaan,. Implementasi dan Kontrol. Jakarta: PT. Prehallindo
Lovelock, Christopher.H and Wright, Lauren K.(2007) Manajemen Pemasaran Jasa. Alih bahasa Agus Widyantoro. Cetakan Kedua. Jakarta: PT. Indeks
Petersen, L., Jeppesen, P., Thorup, A., Abel, M. B., Ohlensch- laeger, J., Christensen, T. O. & Nordentoft, M, “A randomised multicentre trial of integrated versus standard treatment for patients with a first episode of psychotic illness”, British Medical Journal, 331, 602. 2005
Rangkuti, Freddy (2002), Measuring Customer Satisfaction, Penerbit PT. Gramedia Pustaka Utama, Jakarta
Sugiyono. (2010). Metode Penelitian Pendidikan Pendekatan Kuantitatif, kualitatif, dan R&D. Bandung: Alfabeta
Sunyoto, D (2014). Praktik Riset Perilaku Konsumen. Yogyakarta: Center of Academic Publishing Service.
Sunyoto, Danang (2014). Konsep Dasar Riset Pemasaran & Perilaku Konsumen. Yogyakarta: CAPS.
Tjiptono, Fandy, (2002), Manajemen Jasa, Penerbit: ANDI YOGYAKARTA
______ (2005), Pemasaran Jasa, Edisi pertama, Yogyakarta; Penerbit. Bayumedia Publishing
Umar, Husein. (2010). Riset Pemasaran dan Perilaku Konsumen. Gramedia Pustaka Utama, Jakarta
