Abstract:
The tight competition in the hospital services industry requires each of these service
providers to fix the services they provide to consumers. The hospital as a service
provider must understand the expectations and desires of consumers well so that in the
end the hospital will be able to provide services expected by consumers, this will
certainly have an impact on the brand of the hospital itself. A brand makes it possible
for hospitals to compete in the sale of products or services and shows the proportion of
the value of its business strategy, therefore it is strategically very important to develop,
filter and improve the brand of a product or service. This study focuses on analyzing
the influence of brand equity variables on service purchase decisions, analyzing the
influence of brand awareness on service purchase decisions, analyzing the influence of
brand associations on service purchase decisions, analyzing the effect of perceived
quality on service purchase decisions, and analyzing the effect of brand loyalty towards
purchasing service decisions at Banjarmasin Islamic Hospital. This research is
explanatory using survey research methods. The type of data used in this study is
qualitative data and quantitative data. The data sources used in this study are primary
data and secondary data, namely the results of interviews, questionnaires and data on
the average number of days of care or Bed Occupancy Rate (BOR) of Banjarmasin
Islamic Hospital. The sampling technique uses purposive sampling with multiple
regression analysis with a total sample of 100 people. The results of regression
coefficient show that all independent variables (Brand Equity, X) consist of Brand
Awareness (X1), Brand Association (X2), Quality Perception (X3) and Brand Loyalty
(X4) have a positive regression coefficient ie X1 = 0.691; X2 = 0.147; X3 = 0.067; X4 = 0.081
this shows that the independent variables are proportional to the dependent variable,
namely the Purchase Decision. The degree of relationship between the independent
variables and the dependent variable can be seen from the coefficient of determination (R Square) where it is known that the value of R Square in this study is 0.964 (96.4%).
This shows that the magnitude of the influence of the independent variable (Brand
Equity) on the dependent variable (Purchasing decision) is 96.4%. The results of the
study show that the three sub-variables of brand equity affect the purchasing decisions
of Banjarmasin Islamic Hospital services, namely brand awareness, brand association,
and brand loyalty. While the perception of quality is considered to have no significant
effect.
