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All Journal Jurnal Ilmiah STIKES Yarsi Mataram Journal of Public Health Science (JoPHS)
Lailatul Kodriyah
Universitas Kepanjen
Dentistry Health Professions Medicine & Pharmacology Nursing Public Health Veterinary

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CONSTRUCTING PATIENT LOYALTY IN A COMPETITIVE ERA: THE CRITICAL ROLE OF BRAND AWARENESS IN PRIVATE HOSPITAL MARKETING STRATEGY Lailatul Kodriyah; Vivina Maysella Damayanti; Ella Mayasari
Journal of Public Health Science Vol. 2 No. 4 (2025): Desember
Publisher : Yayasan Nuraini Ibrahim Mandiri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70248/jophs.v2i4.3546

Abstract

Background: Competition in the healthcare industry compels private hospitals to build sustainable patient loyalty. Brand awareness is hypothesized to be a critical foundation in constructing this loyalty, particularly in shaping patients' proactive choices amidst numerous alternatives. Objective: This study aims to analyze the role of brand awareness in the marketing strategy of private hospitals by examining its relationship with outpatient loyalty. Method: This research employs a quantitative approach with a cross-sectional design. Seventy-seven outpatients from a type C private hospital in East Java were selected purposively. Data were collected using a questionnaire measuring the variables of brand awareness (through indicators of recognition, recall, and preference) and patient loyalty (through indicators of repurchase intention and recommendation). Data analysis used the Spearman's Rank correlation test. Results: The level of brand awareness was in the moderate category (54.5%), while patient loyalty was in the high category (57.1%). Statistical testing revealed a significant and strong positive relationship between the two variables (correlation coefficient = 0.683; p-value = 0.000). Conclusion: Brand awareness plays a critical role in constructing patient loyalty in private hospitals. These findings highlight that an integrated marketing strategy must prioritize enhancing brand awareness, particularly the aspect of brand recall (spontaneous memory), as a strategic step to build long-term loyalty and competitiveness in an intensely competitive era.
Improving the Lifeskills of the PROLANIS Group Through the Android-Based Application SIPEGI: Chronic Kidney Disease Information System in Kidney Disease Prevention lailatul kodriyah; Wiwit Dwi Nurbadriyah; Ardhiles Wahyu Kurniawan
Jurnal Ilmiah STIKES Yarsi Mataram Vol. 16 No. 1 (2026): Jurnal Ilmiah STIKES Yarsi Mataram
Publisher : Institut Kesehatan YARSI Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57267/jisym.v16i1.526

Abstract

Chronic Kidney Disease (CKD) increases every year, so life skills are needed in preventing kidney disease. Prevention needs to be done in risk groups who already have chronic diseases. PROLANIS is a Chronic Disease Management Program, a group of people with hypertension and diabetes mellitus. These diseases are the biggest risk factors for CKD. An educational approach requires appropriate methods and means to improve Life Skills by maximizing Android facilities through the SIPEGI application (Chronic). This study aims to improve the life skills of the PROLANIS group through the SIPEGI Android-based application: Chronic Kidney Disease Information System in preventing kidney disease. The study used a pre-experimental design. The sample was the PROLANIS group with the following criteria: PROLANIS members from Kepanjen District, Malang, cooperative, able to read and write, and own an Android. The sample size was 30 people with a purposive sampling technique. The variables studied were life skills in preventing kidney disease. The instrument used a pre- and post-test questionnaire with intervention in the form of SIPEGI education. The Wilcoxon statistical test obtained a p value of 0.001, meaning that there was an increase in the life skills of the PROLANIS (Chronic Disease Management Program) group through the SIPEGI Android-based application.
Co-Authors Ardhiles Wahyu Kurniawan Ella Mayasari Vivina Maysella Damayanti Wiwit Dwi Nurbadriyah