Customer Decision Making in Clinic Selection: A Case Study From Analysis Brand Image and Service Quality

Abstract

Research that aims to determine the influence of brand image on the selection decision of Pratama Cikao Clinic, the influence of service quality on the selection decision of Pratama Cikao Clinic, and the influence of brand image and service quality on the selection decision of Pratama Cikao Clinic. Quantitative research, with sampling techniques using non-probability by accidental sampling using the Lemeshow formula and obtained 112 patients who were sampled. The results of this study show that partially the two independent variables, namely Brand Image and Service Quality, affect the dependent variable, namely the Cikao Pratama Clinic Selection Decision. A better Brand Image will increase patient decisions in choosing Pratama Cikao Purwakarta Clinic, higher Service Quality will improve the selection decision of Pratama Cikao Purwakarta Clinic, and simultaneously Brand Image and Service Quality affect the Selection Decision of Pratama Cikao Clinic with better conditions Brand Image and Service Quality will improve patient decisions in choosing Pratama Cikao Clinic