CD Tesis

Pengaruh Brand Image Dan Kualitas Layanan Terhadap Keputusan Memilih Dengan Word Of Mouth Sebagai Variabel Mediasi Pada Rumah Sakit Prof.Dr.Tabrani Pekanbaru

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This study aims to determine the effect of brand image and service quality on the decision to choose with word of mouth as a mediating variable at Prof. Dr. Tabrani Pekanbaru. The population in this study were patients who had been treated at Prof. Dr. Tabrani as a general patient. The sampling technique used was purposive sampling technique with a sample size of 120 respondents. Data analysis used path analysis with the help of the SPSS program.
The results of this study indicate that brand image and service quality have a significant and positive direct effect on word of mouth, brand image and service quality have a significant and positive direct effect on patient decisions. Indirectly, word of mouth has a positive mediating role on the influence of brand image on patient decisions and word of mouth has a positive mediating role on the effect of service quality on patient decisions. Improving brand image and service quality is highly recommended to optimize patient selection decisions.
Key words : Brand Image, Service Quality, Patient Decision and Word Of Mouth

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

10 03. 220 (0074)

Penerbit

Pekanbaru : Universitas Riau – Pascasarjana – Tesis Manajemen., 2020

Deskripsi Fisik

xiii, 96 hlm,; ill.: 29 cm

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

10 03. 220 (0074)

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

MANAJEMEN

Info Detail Spesifik

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Pernyataan Tanggungjawab

FATAH

Versi lain/terkait

Lampiran Berkas

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