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All Journal Telematika : Jurnal Informatika dan Teknologi Informasi Jurnas Nasional Teknologi dan Sistem Informasi JURNAL EKONOMI DAN BISNIS AIRLANGGA Jurnal RESTI (Rekayasa Sistem dan Teknologi Informasi) Jurnal Teknik Komputer AMIK BSI KACANEGARA Jurnal Pengabdian pada Masyarakat Jurnal Telematika JISKa (Jurnal Informatika Sunan Kalijaga) Syntax Idea JIKA (Jurnal Informatika) Jurnal Sistem Komputer dan Informatika (JSON) Aiti: Jurnal Teknologi Informasi
Rianto Rianto
Universitas Teknologi Yogyakarta
Aerospace Engineering Agriculture, Biological Sciences & Forestry Automotive Engineering Chemical Engineering, Chemistry & Bioengineering Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Industrial & Manufacturing Engineering Library & Information Science

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Journal : JURNAL EKONOMI DAN BISNIS AIRLANGGA

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BRAND TRUST AND CUSTOMER LOYALITY IN SERVICE COMPANIES HEALTH Emi Munawaroh; Rianto
Jurnal Ekonomi dan Bisnis Airlangga Vol. 32 No. 1 (2022): JURNAL EKONOMI DAN BISNIS AIRLANGGA
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Airlangga

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20473/jeba.V32I12022.93-102

Abstract

Introduction: This study was conducted to examine the effect of trust in brand (brand characteristic, company characteristic, and customer - brand characteristic) on brand loyalty in hospital patients. Methods: The method used in this study is a quantitative descriptive research method with a multiple linear regression analysis approach using 100 respondents who have used the services of RSUD Dr. Sudirman Kebumen. Results: The results of this study indicate that trust in brand has a positive effect on brand loyalty, either partially for each dimension of brand characteristic, company characteristic, and customer-brand characteristic or simultaneously. Furthermore, customer-brand characteristic is the dominant variable even though the difference is not great. Therefore, it can be concluded that, in building brand loyalty, it requires building trust from the brand with characteristics starting from the brand itself, and how the patient's relationship with the brand is established. Conclusion and suggestion The author finds that building brand loyalty in service companies, especially health services at regional companies, requires good brand trust management. This is a new finding because previous research has focused on goods industry. Brand loyalty is focused not only on a tangible product industry, but even health service companies need good brand awareness, especially trust, to be able to maintain customer loyalty to the brand.
Co-Authors Alfin Syarifuddin Syahab Andre Daegal Arief Hermawan Aziz Perdana Demas Risdho Listianto Dewi, Septi Riana Donny Avianto Edi Priyanto Emi Munawaroh Endang Setyawati Erik Iman Heri Ujianto Erik Iman Heri Ujianto Erik Iman HU Muhammad Rizki Nadia Pramesti Radjaban, Yohanes Ratika Tulus Wahyuhana Rian Oktafiani Rian Oktafiani Rubangi Rubangi Siska Howay Widya Setia Findari