ABSTRACT

Yehuda Wijaya (00000012901)

Analysis of Perceived Service Quality, Brand Image, and Brand Loyalty on Brand
equity in Healthcare Sector

This study aims to examine the effect of the perceived service quality, brand
image, and brand loyalty on brand equity to determine what are the significant
components on building a strong brand equity in healthcare sector.
The hospital industry in Indonesia is a distinctly unique industry compared with
other industries due to the law that constrains advertising product or services of the
industry, making the ability to build a good brand equity important. This paper focus
on finding the significant components that builds of brand equity in the hospital
industry by comparing population from three different regions around the city of
Jakarta and Tangerang.
The population of this research were taken from the city of Tangerang, North
Jakarta, and West Jakarta. A total 150 samples are collected from the three cities in
which the samples were asked to appraise the service of a hospital they have used in
their corresponding area. Purposive sampling technique is used for distributing and
gathering the data. As for running the data, Smart PLS 3.0 is used in this research. The
research was made on the period of 5 (five) months starting from January 2019 and
ending on May 2019.
As for the research result, hypothesis 1 is significant and supported in
Tangerang (2.64) but is not significant and not supported in North Jakarta (1.572) and
West Jakarta (1.060), hypothesis 2 is significant and supported in North Jakarta (2.047)
but is not significant and not supported in Tangerang (0.241) and West Jakarta (0.289),
hypothesis 3 is significant and supported in all North Jakarta (26.301), West Jakarta
(14.588) and Tangerang (13.361), while hypothesis 4 is significant and supported in
North Jakarta (2.047) but is not significant and not supported in Tangerang (0.241) and
West Jakarta (0.289).
The conclusion of this research is that all three regions produce different result
regarding which independent variables have a significant impact towards the dependent
variable and that the significant of each hypothesis varies depending on the location.

Key Words: Perceived Quality, Brand Loyalty, Brand Image, Brand Equity, Hospital

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