UPAYA MENINGKATKAN BED OCCUPANCY RATE BERDASARKAN ANALISIS KARAKTERISTIK KONSUMEN, BRAND IMAGE DAN KEPUTUSAN PEMBELIAN PASIEN UMUM DI RUMKITAL Dr. RAMELAN SURABAYA
Abstract: The aims
of this research
was to increase
bed occupancy rate (BOR)
based on analysis
of consumer characteristics, brand
image and purchase decisions
public patient in Dr. Ramelan
the Navy Hospital (Rumkital Dr.
Ramelan). This research
was observational analytic,
a marketing research with
cross sectional method.
Method of analysis
was descriptive statistics and
chi-square test. The
results of this
study indicate that there
was no significance
difference on individual
and social characteristics of
patients who are taking inpatient treatment and those who are not in Dr.
Ramelan Navy Hospital expect for individual characteristics in term of
the frequency in
inpatient service use.
On psychographic characteristics showed
significant correlation in the four
sub variables: motivation, perception,
learning, attitudes and
beliefs. The brand
image variabels showed significant
correlation on types
of brand association
and favorability of brand
association. On strength
of brand association
and uniqueness of brand
association there was
no significant correlation
in purchasing decisions. The
types of brand
association consisting of
product related attributes, non products related attrbutes, benefits and
attitudeshave a significant relationship. The benefits of the service is very
influential factors in purchase decision.
Speed and efficiency
of service were
very strong influence favorability
of brand association
on the purchase
decision. According to these results it can be concluded that brand
image of Rumkital Dr. Ramelan influences inpatient purchasing decisions, while
the individual characteristics factors, social and psychographics influence the
brand image on purchase decisions hospitalization. Building a positive brand
image will improve inpatient decision in Rumkital Dr Ramelan.
Penulis: Caecilia Indarti, Widodo
J Pudjirahardjo, Darmawan Setijanto
Kode Jurnal: jpkeperawatandd130134
