Nadira Ulva Primary Author mixed material bibliography Jakarta LSPR 2018 en English

Text

The competition between women and children hospitals business owner are increasingly tight both in the domestic and international markets. To win the competition, the hospital looks for strategies on how the product in the form of goods or services produced will be in accordance with the expectations of patients so that patients do not switch to other hospitals and ultimately, for the hospital, to increase the profit.RSIA Budi Kemuliaan is one of the women and children hospital that is in competition with 21 other hospitals in Jakarta.The problem now facing RSIA Budi Kemuliaan is, thedevelopment of RSIA Budi Kemuliaan isrelatively slow compared to its competitors. Therefore, a serious marketing communication strategy need to be made.This study identified fourvariablesbased on existing theories, namely word of mouth, brand loyalty, perceived risk and repurchase intention. This study was completed with quantitativemethods. The data was gathered using questionnaire that given to 122 respondents. The findings revealed that WOM has a positive and significant impact on Brand Loyaltyand Perceived Risk, Brand Loyalty and Perceived Risk has a positive and significant impact on Repurchase Intentionand WOM has a positive and significant impact on Repurchase Intention.However, the path analysis revealed that the magnitude of the direct influence is greater than indirect influence. Therefore, it indicates that the word-of-mouth can immediately impact the consumers’ repurchase intention. After the mom-to-be heard about positive word-of-mouth of RSIA Budi Kemuliaan, they might immediately think to always come there for whatever medical care that they needed. Keywords:WOM, Brand Loyalty, Perceived Risk and Repurchase Intention thesis Marketing Communications 2018 Nadira Ulva NONE Library LSPR Institute of Communication and Business Amani Library Management System S2.370.046.2018 S200055SP LSPR Sudirman Park S2.370.046.2018 sampul_skripsi.jpg.jpg 1342 2019-12-05 12:45:21 2020-12-23 13:36:12 machine generated