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Research Paper | Management | Indonesia | Volume 9 Issue 8, August 2020 | Popularity: 7 / 10

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Marketing Mix, Brand Image of Permata Keluarga Hospital Towards Brand Loyalty, Trust Intervening

Dr. Imelda Mulyawati T, Natsir Nugroho, Rokiah Kusumapradja, Endang Ruswanti

Abstract: The action of preventing or treating of diseases being severe will be easier even also cheaper. The small number of visit participants of general MCU at Permata Keluarga Hospital due to lack of promotion and information, and the small loyalty rate of general MCU participants has been becoming a problem in the hospital, thereby the research is conducted. This study aims to analyse the marketing mix and brand image of Permata Keluarga Hospital towards customer loyalty of medical check up (MCU) through the trust as a variable intervening. The method of this research is a causality explosive research with a research sample of 220 employees from the company (PT) that has been conducting MCU in Permata Keluarga Hospital as many as twice. The approach conducted in this research is survey method by giving the questionnaire. The collected Data was processed using a descriptive and quantitative analysis tool. Then, the result of analysis was interpreted and the final step was concluded and given recommendations. This measuring research method uses measurements through the method of Likert scale. The data used in this research is primary data. Testing data analysis uses SEM-AMOS. The study result is obtained a positive and significant Marketing strategy towards the brand image. Marketing strategy has a positive and significant effect on loyalty. Marketing strategy has a positive and significant effect on trust. Brand Image has no significant effect on loyalty. Brand image has positive and significant effect on trust, belief is positive and significant towards loyalty. Then, the marketing strategy and brand image of Permata Keluarga Hospital affect towards the loyalty which is mediated by the trust of employees of company (PT) medical check up (MCU) participant.

Keywords: Marketing mix, Brand image, Trust, Customer loyalty

Edition: Volume 9 Issue 8, August 2020

Pages: 156 - 163

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