Marketing Strategy Can Determine Employee Loyalty of PT MCU Participants Through Trust Variables
DOI:
https://doi.org/10.61841/nm9cj267Keywords:
Employee Loyalty, Marketing Strategy, Brand Image, Patient TrustAbstract
People who don't feel sick are not necessarily healthy. The act of preventing or treating a disease before it becomes severe will also be easier and cheaper. This is where the main benefits of doing Medical Check Up (MCU), to detect health problems as early as possible and provide information needed for further treatment. This research aims to analyze the effect of the marketing strategy plan and the brand image of Permata Keluarga Hospital on the loyalty of PT employees participating in medical check-up (MCU) with employee trust as an intervening variable. The design of this research is Explanatory Research (Explanatory Research) with a sample of 220 employees from PT who have done MCU examination at Permata Keluarga Hospital 2x.
Marketing strategy and brand image are independent variables. Patient trust is the intervening variable and employee loyalty is the dependent variable. This study uses a questionnaire using a Likert scale. Testing data analysis using SEM-AMOS. The results showed that marketing strategy had a positive and significant effect on brand image. The marketing strategy has a positive and significant effect on loyalty. The marketing strategy has a positive and significant effect on trust. Brand image has no significant effect on loyalty. Brand image has a positive and significant effect on trust, trust has a positive and significant effect on loyalty. And the marketing strategy and brand image of Permata Keluarga Hospital influences loyalty which is mediated by the trust of the employees of PT participants of medical check-up (MCU).
Downloads
References
1 Aditya, Herwanda. 2017. Analysis of the Effect of Brand Image on Re-Visit Intention at Pondok Indah Hospital
Mediated by Service Quality. Faculty of Economics and Business: UKI Atmajaya
2 Amrin, Abdullah. 2007. Sharia Insurance Marketing Strategy. Jakarta: PT.Grasindo.
3 Bahari, Chabib. 2008. Effect of Marketing Mix Strategy on Patient Loyalty in Gresik Petrochemical Hospital. Journal
of the Faculty of Economics: Vol. 07, Number 01, July 2018, H.10-27
4 Deutsch, M. dan Coleman, PT. 2009. Cooperation and Competition. Coleman &, Deutsch (eds.). The Handbook of
Conflict Resolution: Theory and Practice. John Willey & Sons, Inc.
5 George K, Amoako. 2019. Relationship Marketing and Repurchase Intention in Ghana's Hospitality Industry: An
Empirical Examination of Trust and Commitment. Journal Of Relationship Marketing. Vol. 18, ISS 2.
6 Griffin, Jill. 2005. Customer Loyality: How to earn it, How to keep it. USA: A Division of Simon and Schukers Inc.
7 Junaidi, Anang, Sandu Siyoto, and Nurwijayanti Nurwijayanti. 2019. Analysis of the Effect of Service Quality on the
Level of Satisfaction, Trust and Interest in Revisiting Outpatients at the Hospital Dr. Soepraoen Malang. Journal For
Research In Public Health 1, no. 1 (June 26, 2019). https://doi.org/10.30994/jrph.v1i1.7.
8 Kotler, Philip and Gary Armstrong. 2013. Principles of Marketing. Issue 13. Volume 1. Jakarta: Erlangga
9 -------, Phillip. 2000. Marketing Management, Hendra Teguh, S.E, AK, Ronny A. Rusli, S.E, AK, and Drs. Benjamin
Molan. Tenth edition, Salemba Publisher, Jakarta.
10 -------, Philip, and Keller, Kevin Lane. 2009. Marketing Management, Thirteenth Edition Volume 1. Translation by
Adi Maulana and Wibi Hardani. Jakarta: Erlangga.
11 Lamb, Charles W., Hair, Joseph F, and McDaniel, Carl. 2006. David Octarevia Interpreter Marketing, Salemba Empat
Publisher, Jakarta
12 Lingavel, Dimala. 2015. Impact of Customer Relationship Management on Brand Equity: Private Hospitals in Jaffna.
European Journal of Business and Management. Vol.7, No.4, 2015
13 Lovelock, Christopher and Wright, Lauren. 2005. Marketing Management Services. Jakarta: PT. Gramedia Group
Index.
14 Muzahid Akbar, Mohammad, and Noorjahan Parvez. IMPACT OF SERVICE QUALITY, TRUST, AND
CUSTOMER SATISFACTION ON CUSTOMERS LOYALTY, n.d.
15 Ondang, Meivi Meiling. 2018. How Hospital Brand Image Intervene The Impact Of marketing Mix On Patient Loyalty. Journal Of Recent Advances In Multidisciplinary Research. Vol. 05, Issue 07
16 Paul J. Peter dan Jerry C. Olson. 2010. Consumer Behavior and Marketing Strategy, Ninth Edition (New York: McGraw-Hill Companies), p.387
17 Republic of Indonesia Health Minister Regulation No. 56 "About Hospital Classification and Licensing." Minister of Health of the Republic of Indonesia, no. 56. (2014)
18 Saudi, M.H.M., Sinaga, O. & Rospinoedji, D., The role of tax education in supply chain management: A case of Indonesian supply chain companies, Polish Journal of Management Studies 18(2):304-319, December 2018.
19 Subaebasni, Subaebasni, Henny Risnawaty, and A R Arie Wicaksono. 2019. Effect of Brand Image, the Quality and Price on Customer Satisfaction and Implications for Customer Loyalty PT Strait Liner Express in Jakarta.” International Review of Management and Marketing 9, no. 1 (2019): 90–97.
20 Swasty, Wirania. 2016. Branding: Understanding and Designing Brand Strategies. Bandung: Rosda.
21 Yousafzai, S. Y., Pallister, J. G., dan Foxall, G. R. 2003. A Proposed Model of ETrust for Electronic Banking, Technovation, 23: 847-860.
Downloads
Published
Issue
Section
License
Copyright (c) 2020 AUTHOR
This work is licensed under a Creative Commons Attribution 4.0 International License.
You are free to:
- Share — copy and redistribute the material in any medium or format for any purpose, even commercially.
- Adapt — remix, transform, and build upon the material for any purpose, even commercially.
- The licensor cannot revoke these freedoms as long as you follow the license terms.
Under the following terms:
- Attribution — You must give appropriate credit , provide a link to the license, and indicate if changes were made . You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use.
- No additional restrictions — You may not apply legal terms or technological measures that legally restrict others from doing anything the license permits.
Notices:
You do not have to comply with the license for elements of the material in the public domain or where your use is permitted by an applicable exception or limitation .
No warranties are given. The license may not give you all of the permissions necessary for your intended use. For example, other rights such as publicity, privacy, or moral rights may limit how you use the material.
