PERSEPSI MASYARAKAT TERHADAP BRANDING RUMAH SAKIT DI WILAYAH GROGOL PETAMBURAN

Abstract

Indonesia, salah satu dari sembilan negara yang menyumbang setengah dari pertumbuhan populasi global dari tahun 2019 hingga 2050, juga mengalami peningkatan jumlah penduduk yang konsisten, dengan ratarata pertumbuhan tahunan sebesar 1,13%. Peningkatan populasi ini mendorong pemerintah untuk menyediakan layanan kesehatan yang berkualitas melalui berbagai program.Penelitian ini bertujuan untuk mengeksplorasi persepsi masyarakatterhadap upaya branding yang dilakukan oleh rumah sakit di wilayahGrogol Petamburan. Penelitian ini menggunakan pendekatankuantitatif dengan jenis penelitian cross sectional. Sampel yangdigunakan adalah masyarakat yang tinggal di wilayah GrogolPetamburan sebanyak 100 responden, dengan menggunakan teknikpengumpulan data kuesioner. Hasil penelitian menunjukkan bahwavariabel branding yang berpengaruh pada persepsi masyarakat adalahcorporate identity (p value=0,001) dan physical environment (pvalue=0,001). Sedangkan variabel service offering tidak berpengaruhpada persepsi masyarakat dengan nilai (p value=0,791).Indonesia, one of the nine countries contributing to half of the global population growth from 2019 to 2050, is also experiencing a consistent increase in its population, with an average annual growth rate of 1.13%. This population increase urges the government to provide quality healthcare services through various programs. This research aims to investigate the public's views on the branding efforts undertaken by hospitals in the Grogol Petamburan area. The study employs a quantitative approach, meaning that the data collected is statistically analyzed to produce measurable and comparable findings. The type of research applied is cross-sectional, which means that data is collected at a specific point in time from various respondents. The sample used consists of the community living in the Grogol Petamburan area, with a total of 100 respondents, utilizing a questionnaire data collection technique. The research results show that the branding variables affecting public perception are corporate identity (p value=0.001) and physical environment (p value=0.001). Meanwhile, the service offering variable does not affect public perception, with a value of (p value=0.791). Based on these results, recommendations can be given to hospitals in the Grogol Petamburan area to enhance the dissemination of information related to the hospital's reputation and image, and to maximize the strategic location of the hospitals, making them easily accessible to patients.