PERSEPSI MASYARAKAT TERHADAP BRANDING RUMAH SAKIT DI WILAYAH GROGOL PETAMBURAN

Abstract

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.