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Brand equity effect on service reutilization interest of inpatient installation of Ibnu Sina Hospital, Makassar in 2015
Gali S.K.A.
ACM International Conference Proceeding Series
Abstract
The aim of the research was to analyze the effect of brand equity on service reutilization interest of inpatient installation of Ibnu Sina Hospital in 2015. The research use quantitative approach with cross sectional study. The population consisted of 4390 people and the sample consisted of 151 people. The data were obtained using logistic regression test with p=0.05. The result of the research indicate that there is no effect of brand equity variable on the use of service reutilization interest of inpatient installation of Ibnu Sina Hospital (p=0.319). There is a positive effect of brand association variable on service reutilization interest of inpatient installation of Ibnu Sina Hospital (p=0.022). There is a positive effect of quality perception variable on service reutilization interest of inpatient installation of Ibnu Sina Hospital (p=0.002). There is a positive effect of brand loyalty variable on service reutilization interest of inpatient installation of Ibnu Sina Hospital (p=0.001). Brand loyalty variable has the most positive effect on service reutilization interest of inpatient installation of Ibnu Sina Hospital, p=0.993 and wald =5.997. In general, all variable models can affect service reutilization interest of inpatient installation of Ibnu Sina Hospital, which is 93.4%.