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All Journal Jurnal Online Mahasiswa (JOM) Bidang Ilmu Ekonomi Jurnal Inovasi Bisnis (Inovbiz) IJEBA (International Journal of Economic, Business & Applications) Ecobisma (Jurnal Ekonomi, Bisnis dan Manajemen) Dinasti International Journal of Economics, Finance & Accounting (DIJEFA) Bahtera Inovasi Jurnal Pengabdian Masyarakat ISEI
Syapsan, Syapsan
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Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Social Sciences

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Journal : IJEBA (International Journal of Economic, Business

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The Effect of Brand Image and Service Quality on The Decision to Choose With Word of Mouth as Mediation Variable at Prof. Dr. Tabrani Hospital Pekanbaru Agustin, Ririn; Hendriani, Susi; Syapsan, Syapsan
International Journal of Economic, Business & Applications Vol. 5 No. 2 (2020): International Journal of Economic, Business and Applications
Publisher : Program Pascasarjana, Universitas Riau

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31258/ijeba.51

Abstract

This study is aimed to examine the effect of brand image and service quality on patient decision with word of mouth as mediation variable. The study was conducted in Prof. Dr. Tabrani Hospital in Pekanbaru. The data used consist of primary and secondary data. Data were collected by using questionnaires that given to 120 patients of Prof. Dr. Tabrani Hospital in Pekanbaru that used purposive sampling. Descriptive analysis method is used to describe the characteristics of respondents and the research hypotheses by using relevant statistical tests. Variables used are brand image and service quality as independent variable, patient decision as dependent variable and word of mouth as mediation variable. Analyzer used is path analysis by using program of SPSS 21 for windows. The results of this study are found that brand image and service quality have a direct influence significantly and positive on word of mouth, brand image and service quality have a direct influence significantly and positive on patient decision. Indirectly, word of mouth has a positive mediation role on the influence of brand image on patient decision and word of mouth has a positive mediation role on the influence of service quality on patient decision. The improvement of brand image and service quality are recommended in order to optimize patient decision.
Co-Authors Abdul Rahman Agustin, Ririn Akbar, Januaril Anthoni Mayes Any, Widayatsari Darmayuda, Darmayuda Dedy Novrizal Endang Kurniasih, Cut Fitri Ramadani Lapeti Sari Susi Hendriani Taryono, Taryono Ufira Isbah Widyatsari, Any Yoga, Syaputra Dwi