EWOM, Kepercayaan, Citra Merek Terhadap Niat Pembelian Ulang pada Poliklinik Penyakit dalam di RS ABC Jakarta

Authors

  • Herisa Anjani Universitas Esa Unggul, Jakarta, Indonesia
  • Endang Ruswanti Universitas Esa Unggul, Jakarta, Indonesia
  • Ratna Indrawati Universitas Esa Unggul, Jakarta, Indonesia

DOI:

https://doi.org/10.46799/jhs.v3i3.445

Keywords:

Repurchase Intention, E-WoM, Brand Image, Trust

Abstract

Managing the hospital business aspect has become a natural consequence of the era of globalization. The results of a preliminary survey of repurchase intentions at ABC Hospital Jakarta, 30% said they would return to this hospital if they wanted to do a re-examination. Repurchase intention in hospital services is the tendency of customers to take advantage of hospital services again in the future. This study uses a quantitative method with a covariant-based Structural Equation Model (SEM) causal research design, namely AMOS. This study used a sample of 300 hair calculations for outpatients in internal medicine polyclinics. Research results: E-WoM has a significant positive effect on repurchase intentions through patient trust based on the results of measuring CR values ​​using SEM with the help of the Sobel test. Based on the results of the study, the implications of this study indicate the magnitude of the influence of E-WOM and brand image through patient trust which can increase repurchase intentions, marked by changes in the hospital tariff system and relationship marketing in utilizing repurchase intentions

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Published

2022-03-27

Issue

Vol. 3 No. 3 (2022): Jurnal Health Sains

Section

Articles

License

Copyright (c) 2022 Herisa Anjani, Endang Ruswanti, Ratna Indrawati

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