Articles

Proposed Marketing Strategy to Increase a Positive Brand Image of RSUD Subang

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Health is a mandatory responsibility of the regional government regarding essential services, as stated in Article 12, Paragraph (1), Letter b of Law Number 23 of 2014 concerning regional government, which has undergone several amendments, most recently by Law Number 11 of 2020, known as the Cipta Kerja Law. According to research conducted by the Badan Pusat Statistik (Central Statistics Agency) in 2022, out of a total of 2,514 public hospitals, 329 of them are situated in West Java, accounting for 13% of the total. This finding reaffirms that West Java continues to have the highest number of public hospitals in Indonesia. One of these hospitals is the Rumah Sakit Umum Daerah (Regional General Hospital) in Subang, owned by the Regional Government of Subang Regency as a Special Organizational Unit, in accordance with Subang Regent Regulation Number 102 of 2021. However, in early March, there was a negative perception among the public about RSUD Subang, potentially stemming from instances of patient rejection leading to death.

The objective of this research is to propose a marketing strategy to improve the healthcare industry’s brand perception in Subang. The research will employ a quantitative methodology, utilizing questionnaires distributed to both patients treated at Subang Hospital and residents of Subang to gather precise data. Once the data is collected, it will be processed using SMART PLS (Partial Least Squares) analysis. The research findings indicate that companies can implement marketing activities that positively influence electronic word of mouth, thereby enhancing the brand image. Consequently, this approach can help rectify the negative perception of RSUD Subang prevalent in society.

Based on these findings, the author provides several recommendations derived from internal and external analyses, including a SWOT (Strengths, Weaknesses, Opportunities, and Threats) and TOWS (Threats, Opportunities, Weaknesses, and Strengths) analysis for RSUD Subang. The suggestions involve implementing a social media plan, conducting marketing campaigns, and maximizing customer testimonials to foster a positive brand image.

Perfume Influencers Impact on Customers’ Purchase Decision of HMNS Perfumery

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Nowadays, due to the fast growth of social media, the number of people using social media increases day-by-day. Influencer is one marketing strategy that has been used by marketers to strengthen brands’ reputations. Hence, the use of digital platforms as a marketing channel has increased. Influencer marketing has been observed whereby well-known social media users are employed by brands to promote their products. However, the problem in the perfume industry’s marketing is that it differs from other things in that its function and utility can be proved and seen easily, whereas it does not apply in the perfume industry.  Fragrance is considered to be a personal preference. Online descriptions rarely correspond to what the consumer imagines. Customers will not know how the perfume smells unless they read other people’s reviews on the internet. Therefore, the author wants to delve more into the impact of those people who are known as perfume influencers evaluations on HMNS brand consumer purchase decisions. This study was created to fill this gap. The purpose of this study is to explore the effect of social media influencers on HMNS Perfumery customer’s decision in purchasing perfume. This paper adopted the Ohanian model of source credibility since the authors aim to examine association between SMIs’ perceived attractiveness, trustworthiness, and expertise. For perfume influencer there is also one competence which the author assumes is needed to have, which is storytelling competence. The relationship between brand image and purchasing decision of perfume was then also investigated. The survey method was used as the research method. Online questionnaire was employed to gather primary data from the respondents in Indonesia. A total of 265 sample HMNS Perfumery customers participated in the survey and collected data was analyzed using PLS-SEM analysis with WarpPLS 8.0 software. Trustworthiness and expertise were found to have substantial impacts to increase brand image. Meanwhile, attractiveness and storytelling competence is not significant for the brand image increase. The results also showed that there was a favorable connection between brand image toward perfume influencers and their decisions to purchase fragrances. In addition to highlighting the study’s contributions to theory and practice, this paper also emphasizes those contributions.

The Effect of Quality, Brand Trust, and Brand Image of Cataflam™ on Patient Loyalty: a case study on K24 Pharmacy Yogyakarta

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The success of a business is determined by how high consumer loyalty is to the brand owned by the business. High consumer loyalty is determined by product quality, brand trust, and brand image. Cataflam™ as one of the trademarks of a group of pain relievers belonging to the category of non-steroidal anti-inflammatory drugs (NSAIDs). Currently in almost all pharmacies, Cataflam™ is considered the best selling pain reliever compared to other brands. This study aims to observe the effect of product and packaging quality, brand trust, and brand image of Cataflam™ on patient loyalty at Apotek K24 Yogyakarta. Descriptive research method was carried out with student t-test to see the relationship between variables on patient loyalty. The convergence analysis of the questionnaire was proven by loading factor and AVE value, while the reliability analysis of the questionnaire was proven by Cronbach’s alpha and composite reliability (CR). Descriptive data collected from 100 patients showed that the questionnaire was reliable and converged with a loading factor of 0.773 to 0.959; AVE value 0.657 to 0.832; Composite Reliability (CR) value 0.884 to 0.933; and Cronbach’s alpha value 0.825 to 0.899. The results of the student t-test analysis showed that all p-values were less than 0.05. The conclusion of this study is that the quality, brand trust, and brand image of Cataflam™ as a pain reliever have an effect on patient loyalty.

Mediation Role of Consumer Satisfaction, Consumer Experience, Price Perception, Quality of Service and Brand Image on Repurchasing Interest (Study at Empal Gentong Restaurant H. Apud Cirebon)

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The purpose of this study was to analyze the role of consumer satisfaction in mediating consumer experience, price perception, service quality and brand image on repurchase intention (case study of Empal Gentong H. Apud). The study involved 151 consumers of empal gentong H. Apud who had bought at least once in three months and were in the Cirebon area. Researchers used Partial Least Square (PLS) as a technique used to analyze measurements and structural models. This type of research is descriptive quantitative with the method used is a direct survey and using google form and the results of this study indicate that three variables have a positive and significant effect while the other five variables have a positive and insignificant effect and the last one has a negative and insignificant effect.