MASTARI, MASTARI (2021) PENGARUH KEPERCAYAAN PASIEN TERHADAP NIAT BERKUNJUNG KEMBALI DENGAN MEDIASI BRAND EQUITY DAN PERCEIVED BEHAVIORAL CONTROL PADA POLI RAWAT JALAN EKSEKUTIF RS. JANTUNG HARAPAN KITA SAAT PANDEMI COVID-19. S2 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to examine the effect of patient trust on revisit intentions either directly or through mediation of brand equity and perceived behavioral control. Patients at the Executive Outpatient Clinic Hospital The Heart of Harapan Kita during the covid-19 pandemic became the research population, and sampling was carried out using a purposive sampling technique so that a sample of 110 patients was obtained. Data were collected through the distribution of questionnaires measured by a Likert scale. Data analysis used the Partial Least Squaree method with the help of the SmartPLS version 3.0 program. The results of the analysis show that: (1) Patient trust can significantly increase brand equity, perceived behavioral control and intention to return to the Executive Outpatient Clinic of Hospital The heart of Harapan Kita during the covid-19 pandemic, (2) Brand equity and perceived behavioral control each can significantly increase the intention to return to the Executive Outpatient Clinic of Hospital The Heart of Harapan Kita during the covid-19 pandemic, and (3) Brand equity and perceived behavioral control are able to mediate the influence of patient trust on the intention to return to the Executive Outpatient Clinic of Hospital The Heart of Our Hope during the Covid-19 pandemic. Keywords: Trust, Brand Equity, Perceived Behavioral Control, Revisit Intention. Penelitian ini bertujuan untuk menguji pengaruh kepercayaan pasien terhadap niat berkunjung kembali baik secara langsung maupun melalui mediasi brand equity dan perceived behavioral control. Pasien pada Poli Rawat Jalan Eksekutif Rs. Jantung Harapan Kita saat pandemi covid-19 menjadi populasi penelitian, dan pengambilan sampel dilakukan dengan teknik purposive sampling sehingga diperoleh sampel sebanyak 110 pasien. Data dikumpulkan melalui penyebaran kuesioner yang diukur dengan skala likert. Analisis data menggunakan metode Partial Least Squaree melalui bantuan program SmartPLS versi 3.0. Hasil analisis menunjukkan bahwa: (1) Kepercayaan pasien secara signifikan dapat meningkatkan brand equity, perceived behavioral control dan niat berkunjung kembali ke Poli Rawat Jalan Eksekutif Rs. Jantung Harapan Kita saat pandemi covid-19, (2) Brand equity dan perceived behavioral control masing-masing dapat meningkatkan niat berkunjung kembali secara signifikan ke Poli Rawat Jalan Eksekutif Rs. Jantung Harapan Kita saat pandemi covid-19, dan (3) Brand equity dan perceived behavioral control mampu menjadi mediasi dari pengaruh kepercayaan pasien terhadap niat berkunjung kembali ke Poli Rawat Jalan Eksekutif Rs. Jantung Harapan Kita saat pandemi covid-19. Kata Kunci: Kepercayaan, Brand Equity, Perceived Behavioral Control, Niat Berkunjung Kembali
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