CD Tesis

Pengaruh Service Quality Dan Brand Image Terhadap Keputusan Pasien Dalam Memilih Persalinan Di Rumah Sakit Ibu Dan Anak Zainab Pekanbaru Dengan Kepercayaan Sebagai Variabel Mediasi

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This study aims to determine the influence of service quality and brand
image on patient decisions in choosing childbirth at zainab pekanbaru mother and
child hospital with trust as a mediating variable. The sampling method used
purposive sampling and obtained 70 patients who had delivered more than once for
the period 2018-2020 as samples. The data analysis tool used is structural equation
modeling (sem) using a pls (partial least square) program. The results of this study
show that with a direct effect, there is a positive effect on the brand image variable
on trust, service quality on the delivery selection decision, brand image on the
delivery selection decision and trust in the delivery selection decision, but there are
results of a substantial effect on the service quality variable on trust. On indirect
effects, there is a positive effect on the brand image variable on the birthing
selection decision with trust as mediation, but on the negative effect on the service
quality variable on the delivery selection decision with trust as mediation.
Key Words : Service Quality, Brand Image, Trust, Purposive Sampling.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

1810246799

Penerbit

Pekanbaru : Universitas Riau – Pascasarjana – Tesis Manajemen., 2022

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

1810246799

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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