CONSUMER’S CONSIDERATION IN CHOOSING A HOSPITAL

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Abstract

The purpose of the research is to find out the consumers’ consideration in choosing a hospital. The researcher utilizes the approach by measuring the impact of motivation, reference group, and marketing mix toward consumers’ decision to choose An-Nisaa’ hospital. The research is a quantitative by applying cross sectional study. Then, the researcher needs for about two months to take 70 respondents, which are taken from outpatients of polyclinic and An-Nisaa’ Hospital by utilizing questionnaire as a re- search instrument. By the research, the researcher applies independent and dependent variables. The independent variable consists of motivation, reference group, and market- ing mix. The dependent variable consists of consumers’ decision to choose An-Nisaa Hospital. The data analysis applies doubled linear analysis by using SPSS program. The result of the research shows that there is a simultaneous effect of motivation, reference group, and marketing mixed toward consumers’ decision in choosing An-Nisaa’ Hospital. Marketing mixed has a dominant influence. However, motivation partially has no effect toward consumers’ decision in choosing An-Nisaa’ Hospital.

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APA

Retnaningtyas, S., Hariyanti, T., & Rasyid, H. A. (2017). CONSUMER’S CONSIDERATION IN CHOOSING A HOSPITAL. Jurnal Aplikasi Manajemen, 15(3), 546–551. https://doi.org/10.21776/ub.jam.2017.015.03.20

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