VALUE CO-CREATION INTENTION PADA UROLOGI TERHADAP BRAND ALAT KESEHATAN MELALUI CUSTOMER BRAND ENGAGEMENT SEBAGAI VARIABEL MEDIATING

Sutaryo, Fifi Sulistyawati (2024) VALUE CO-CREATION INTENTION PADA UROLOGI TERHADAP BRAND ALAT KESEHATAN MELALUI CUSTOMER BRAND ENGAGEMENT SEBAGAI VARIABEL MEDIATING. S2 thesis, Universitas Mercu Buana - Menteng.

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Abstract

Pemerintah Indonesia melalui Kementrian Kesehatan mendukung kemajuan pelayanan kesehatan terutama pada urologi dengan meprioritaskan penggunaan pelatan kesehatan berteknologi canggih dan di dukung dari kompetensi urologi untuk mewajibkan dokter residen urologi mampu menggunakan perlatan kesehatan. Berdasarkan data Kementrian Kesehatan pada 2022 terdapat 891 brand alat kesehatan yang beredar di pasaran yang digunakan di dalam pelayanan kesehatan seluruh indonesia. Penelitian ini dilakukan dengan menyebarkan kuesioner kepada 80 residen yang berasal dari Fakultas Kedokteran Universitas Indonesia (FKUI) atau sedang bekerja di Rumah Sakit Cipto Mangunkusumo (RSCM) dan 60 residen yang berasal dari Fakultas Kedokteran Universitas Padjajaran (FKUNPAD) atau sedang bekerja Rumah Sakit Hasan Sadikin (RSHS). Dimana selanjutnya, data dari 140 responden dilanalisis menggunakan metode structural equation modeling – partial least square (PLS-SEM). Hasil dari penelitian ini menemukan bahwa Customer-Customer Interaction (X1) ditemukan tidak secara langsung mempengaruhi Value Co-creation Intention (Y), sementara Customer-Seller Interaction (X2) dapat mempengaruhi Value Co-creation Intention (Y) secara langsung. Namun demikian Customer-Customer Interaction (X1) dan Customer- Seller Interaction (X2) ditemukan mempengaruhi Consumer Brand Engagement (M) dan berdampak Value Co-creation Intention (Y). Selain itu, penelitian ini menemukan bahwa Consumer Brand Engagement (M) mampu memediasi secara penuh hubungan antara Customer-Customer Interaction (X1) dan Value Cocreation Intention (Y), sementara Consumer Brand Engagement (M) mampu memediasi secara parsial hubungan antara Customer-Seller Interaction (X2) dan Value Co-creation Intention (Y). The Indonesian government, through the Ministry of Health, supports advancements in healthcare services, especially in urology, by prioritizing the use of advanced technology in medical equipment and supporting urology competencies to require urology resident doctors to be proficient in using medical devices. According to data from the Ministry of Health in 2022, there are 891 brands of medical devices available in the market used in healthcare services across Indonesia. This research was conducted by distributing questionnaires to 80 residents from the Faculty of Medicine, University of Indonesia (FKUI), or those working at Cipto Mangunkusumo Hospital (RSCM), and 60 residents from the Faculty of Medicine, Padjadjaran University (FKUNPAD), or those working at Hasan Sadikin Hospital (RSHS). Subsequently, data from 140 respondents were analyzed using the Structural Equation Modeling - Partial Least Square (PLSSEM) method. The results of this study found that Customer-Customer Interaction (X1) does not directly affect Value Co-creation Intention (Y), while Customer-Seller Interaction (X2) can directly influence Value Co-creation Intention (Y). However, both Customer-Customer Interaction (X1) and Customer-Seller Interaction (X2) were found to affect Consumer Brand Engagement (M) and impact Value Cocreation Intention (Y). Additionally, this study discovered that Consumer Brand Engagement (M) fully mediates the relationship between Customer-Customer Interaction (X1) and Value Co-creation Intention (Y), while Consumer Brand Engagement (M) partially mediates the relationship between Customer-Seller Interaction (X2) and Value Co-creation Intention (Y).

Item Type: Thesis (S2)
NIM/NIDN Creators: 55121110061
Uncontrolled Keywords: Consumer-consumer Interaction, Consumer-Seller Interaction, Consumer Brand Engagement, Value Co-creation Intention Consumer-consumer Interaction, Consumer-Seller Interaction, Consumer Brand Engagement, Value Co-creation Intention
Subjects: 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum
Divisions: Pascasarjana > Magister Manajemen
Depositing User: OKTAFIYANI AZ ZAHRO
Date Deposited: 25 Mar 2025 03:24
Last Modified: 25 Mar 2025 03:24
URI: http://repository.mercubuana.ac.id/id/eprint/95050

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