Influence of brand awareness on new patient visits: a study at bhayangkara Anton Soedjarwo Pontianak hospital

Husna Hafilah ‘Adani; Iwan Dewanto

doi:10.29210/020244402

Influence of brand awareness on new patient visits: a study at bhayangkara Anton Soedjarwo Pontianak hospital

Husna Hafilah ‘Adani

⁽¹⁾, Iwan Dewanto ⁽²⁾,
(1) Universitas Muhammadiyah Yogyakarta

Indonesia
(2) Universitas Muhammadiyah Yogyakarta

Indonesia

Corresponding Author

DOI : https://doi.org/10.29210/020244402

Full Text:

Language : en

Abstract

The fading of brand awareness can occur because consumers tend to think about brands in limited range. New patient visits at Bhayangkara Anton Soedjarwo Hospital Pontianak in 2020 were low, only 10.9% per month. The purpose of this study is to explain the influence of the Brand Awareness components, namely Top of Mind, Brand Recall, Brand Recognition, and Brand Unaware on the New Visit Decision. This study uses quantitative method with cross-sectional research design. The research sample was 100 outpatient polyclinic patients who made new visits and met the inclusion and exclusion criteria, using purposive sampling techniques. Data analysis using the SmartPLS 3 application. Brand Awareness influence on New Visit Decisions at Bhayangkara Anton Soedjarwo Pontianak Hospital by 57%. Top of Mind has no significant effect (P-value -0.058). Brand Recall has a significant positive influence (P-value 0.005). Brand Recognition has a significant positive influence (P-value 0.03). Brand Unaware has a negative effect on New Visit Decisions (P-value 0.001). There is an influence of Brand Awareness on New Visit Decisions at Bhayangkara Anton Soedjarwo Pontianak Hospital.

Keywords

Brand Awareness; New Visit Decisions; Brand Recall; Top of Mind; Hospital Branding

References

Aaker, D. A., & Moorman, C. (2017). Strategic market management. John Wiley & Sons.

Ainurrofiqin, M. (2021). 99 Strategi Branding di Era 4.0: Kupas Tuntas Metode Jitu Membangun Citra Baik, Meyakinkan Pelanggan, dan Membangun Kesadaran Merek. Anak Hebat Indonesia. https://forum.upbatam.ac.id/index.php/jim/article/view/6388

Banerjee, A. V, & Newman, A. F. (1993). Occupational Choice and the Process of Development. http://www.journals.uchicago.edu/t-and-c

Basal, M., & Gayretlı, S. (2023). Brand recognition action in mobile shopping. E3S Web of Conferences, 462. https://doi.org/10.1051/e3sconf/202346203005

BPS. (2023). Konsumsi dan Pengeluaran. Badan Pusat Statistik. https://www.bps.go.id/subject/5/konsumsi-dan-pengeluaran.html

BPS Kota Pontianak. (2024). Kota Pontianak Dalam Angka.

Dinas Kependudukan dan Pencatatan Sipil Provinsi Kalimantan Barat. (2023). Data Kependudukan Provinsi Kalimantan Barat. Dinas Kependudukan Dan Pencatatan Sipil Provinsi Kalimantan Barat. https://dukcapil.kalbarprov.go.id/data/jenis-pekerjaan

Ekaputra, A., Prasastiningtyas, W., Setiawan, B. A., Setiawan, H., Febrianti, W., & Putri, F. K. (2022). The Effect of Location Targeted Internet Advertisement on Instagram to Gain Potential Customer for Service Bussiness (Case Study: @Kagumubeauty_). The 2nd International Conference on Government Education Management and Tourism (ICoGEMT)+TECH.

Ernawaty, E., Kendra, W. K., Supriyanto, S., Putri, N. K., & Husniyawati, Y. R. (2020). Brand equity analysis to increase health care utilization. Journal of Public Health Research, 9(2), jphr-2020. https://doi.org/10.4081/jphr.2020.1821

Fanani, A. T., & Sukaris. (2023). IRJ: Innovation Research Journal Marketing Strategy to Carry Out Market Expansion at Petrokimia Gresik Hospital. IRJ (Innovation Research Journal), 4(2).

Fukuyama, F. (2013). The Middle-Class Revolution. The Wall Street Journal, 28.

Gianduzzo, T. R. J., Gardiner, R. A., Rashid, P., Young, R., Frydenberg, M., & Kelly, S. (2016). Impact of branding on public awareness of healthcare‐related governing bodies: a pilot study of the Urological Society of Australia and New Zealand brand. BJU International, 118, 23–29. https://doi.org/10.1111/bju.13469

Hapsari, I., Pawitra, T., & Natalia, C. (2011). Top Of Mind Awareness (TOMA) Strategy For Hypermarket ‘X’In Surabaya. The 2nd International Research Symposium in Service Management.

Inayati, L. S., & Wahyuni, D. U. (2017). Pengaruh kesadaran merek, persepsi kualitas, asosiasi merek, dan periklanan terhadap keputusan pembelian. Jurnal Ilmu Dan Riset Manajemen (JIRM), 6(4).

Kardes, I. (2018). Middle-Class Consumers In Emerging Markets: Conceptualization, Propositions, And Implications For International Marketers.

Khurram, M., Qadeer, F., & Sheeraz, M. (2018). The role of brand recall, brand recognition and price consciousness in understanding actual purchase. Journal of Research in Social Sciences, 6(2), 219–241. https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3215875

Kiliçarslan, M., & Gündüzyeli, B. (2021). Factors Affecting Brand Awareness. European Journal of Science and Technology. https://doi.org/10.31590/ejosat.906281

Kristianawati, S., & Sulistyani, L. (2023). Strategi Pemasaran Digital Marketing Melalui Brand Awareness Dan Kepercayaan Dalam Mempengaruhi Keputusan Kunjungan Pasien Rawat Jalan Di Rumah Sakit Indriati Boyolali. Excellent, 10(2), 301–314. https://doi.org/10.36587/exc.v10i2.1633

Langi, K. (2013). The influence of brand recognition, brand recall, and top of mind to consumer buying decision. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 1(4). https://doi.org/10.35794/emba.1.4.2013.2964

Muharrami, N. (2022). Optimalkan Pelayanan BPJS Kesehatan. https://kalbarprov.go.id/berita/optimalkan-pelayanan-bpjs-kesehatan.html

Mukti, A. G., Jaya, C., & Suhard, R. L. (2022). Current condition of social security administrator for health (BPJS Kesehatan) in Indonesia: contextual factors that affected the national health insurance. In Medical Journal of Indonesia (Vol. 31, Issue 2, pp. 87–90). Faculty of Medicine, Universitas Indonesia. https://doi.org/10.13181/mji.com.226296

Nguyen, T. H., & Gizaw, A. (2014). Factors that influence consumer purchasing decision of Private Label Food Product: A case study of ICA Basic.

Pauly, L. E., & Joshua Selvakumar, J. (2018). Understanding the Top of the Mind Awareness/Brand Preference Congruence in Prospective Hospital Patients through Discriminant Analysis of Aaker’s Brand Equity Model. J Account Mark, 7(265), 2.

Prasetyanto, W. E. (2015). Pengaruh Top of Mind Terhadap Keputusan Pembelian Convenience Goods di Supermarket Mo-Ro Mall Purwokerto: Array. JBIMA (Jurnal Bisnis Dan Manajemen), 3(2), 146–153. https://journal.peradaban.ac.id/index.php/jbm/article/view/129

Rini, G. P. (2018). Peningkatan Top of Mind Melalui Frekuensi Penayangan, Daya Tarik Pesan Dan Waktu Penayangan Iklan. Media Ekonomi, 18(2), 95–108. https://doi.org/10.30595/medek.v18i2.3054

Shahid, Z., Hussain, T., & Zafar, F. (2017). The impact of brand awareness on the consumers’ purchase intention. Journal of Accounting & Marketing, 6(01), 34–38. https://doi.org/10.4172/2168-9601.1000223

Sugiyono. (2019). Metode Penelitian Kuantitatif, Kualitatif R&D (1st ed., Vol. 1). Alfabeta.

Thabrany, H., Gani, A., Pujianto, Mayanda, L., Mahlil, & Budi, B. S. (2003). Social health insurance in Indonesia: current status and the plan for national health insurance. Social Healthcare Insurance Workshop.

The World Bank. (2019). Aspiring Indonesia-Expanding the Middle Class. www.worldbank.org

Ulansky, T. (2023). The Influence of Brand Awareness and Word of Mouth towards Customer Purchase Decision on Niancare Mask. JIM UPB (Jurnal Ilmiah Manajemen Universitas Putera Batam), 11(1), 39–50.

Wasil, M. (2017). Pengaruh brand awareness, brand association, dan percieved quality. Forum Ekonomi, 19(2), 137–147.

Wibowo, M. G. (2017). Public debt and economic growth in the Southeast Asian countries. Signifikan: Jurnal Ilmu Ekonomi, 6(1), 177–188.

Wicaksono, G. V. N. (2014). Analisis Brand Awareness Masyarakat Surakarta Terhadap Batik Kaose Solo. https://digilib.uns.ac.id/dokumen/detail/39618

Wiltshire, A. H. (2016). The meanings of work in a public work scheme in South Africa. International Journal of Sociology and Social Policy, 36(1–2), 2–17. https://doi.org/10.1108/IJSSP-02-2015-0014

Yuliani, Y. (2019). Influences of Brand on Hospital Performance and Patient Behavioral Expectations. Jurnal Administrasi Rumah Sakit Indonesia, 5(3).

Article Metrics

Abstract Views : 368 times

PDF Downloaded : 0 times