Brand Image Mempengaruhi Keputusan Pembelian Produk Layanan Kesehatan Di RS X Cirebon

Abstract

Background, developments in technology and information media continue to grow. This development provides several factors in the growth efforts needed in today's modern era. The existence of technology and information media opens up great opportunities for disseminating information for the entire community to interact easily. One of the benefits of market development or promotion via social media can also be used by hospital agencies to build brand image. The aim of the research is to empirically reveal the influence of marketing activities using social media on brand image. The method used is a multiple correlation model with a quantitative approach. The outpatient population using purposive sampling technique was 150 patients. As a result, there is a positive influence on marketing activities carried out on social media with brand image, this is in accordance with the questions put forward by Kotler and Armstrong (2012: 216), Three Box Method, showing that there is a rapid increase in purchasing decisions consumer. This is proven by the significance value and influence coverage of 77.2% of marketing activities and knowledge of hospital services with brand image through social media. In conclusion, marketing activities and knowledge of hospital services if carried out with the right strategy will increase a good brand image of the hospital so that it will strengthen consumer purchasing decisions.