The Influence of Marketing Strategy, Brand Image, and Quality of Service on Revisit Dental Clinic Patients at SEMEN GRESIK Hospital During the Covid-19 Pandemic

Gifari, Kevin Muhammad (2021) The Influence of Marketing Strategy, Brand Image, and Quality of Service on Revisit Dental Clinic Patients at SEMEN GRESIK Hospital During the Covid-19 Pandemic. Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Semen Gresik Hospital or PT Cipta Nirmala which is located at Jalan R.A Kartini No. 280, Gresik is a company that owned by the SMI Foundation and as a supporting institution for the Semen Indonesia Group. This company is engaged in health services. There are many types of services health services offered by this company, one of which will be discussed in this study is a dental clinic. The condition of the dental clinic at Semen Gresik Hospital During the Covid-19 pandemic, the number of patient visits decreased quite drastic, it is suspected that the main cause is concern from the patient to visit the hospital for fear of being exposed to the Covid-19 virus. Task from Semen Gresik Hospital's dental polyclinic is currently developing a strategy to make the community/patients able to make return visits. The purpose of this research is to prove and analyze the influence of marketing strategy, brand image and service quality on repeat visits to dental clinic patients at Semen Gresik Hospital. Analysis tools the data in this study is to use the validity test, reliability test, test normality, heteroscedasticity test, multiple linear regression analysis, F-test, t-test and determination analysis. Sampling method using accidental technique sampling. The number of samples studied were 100 respondents. The results of the study show that the value of Marketing Strategy has a significant effect on significant negative influence on repeat visits to hospital dental clinic patients Semen Gresik. Brand Image has a significant positive effect on Revisit dental clinic patients at Semen Gresik Hospital. Service quality has a significant positive effect on repeat dental clinic patients Semen Gresik Hospital. Based on the R2 test, it is known that the contribution of the value of marketing strategy, brand image, and service quality to the ups and downs 71% return visits. The remaining 29% is influenced by other variables or factors that not investigated in this study.

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