Article Per Year (5 Year)
p-Index From 2021 - 2026
6.104
P-Index
This Author published in this journals
All Journal JMM (Jurnal Masyarakat Mandiri) Jurnal Ilmiah Manajemen Kesatuan Jurnal Riset Manajemen dan Bisnis Bandung Conference Series: Business and Management Jurnal Pengabdian Tri Bhakti Ta'allum: Jurnal Pendidikan Islam International Journal of Marketing and Digital Creative (IJMADIC) Jurnal Manajemen dan Bisnis (Performa)
Mochamad Malik Akbar Rohandi
Prodi Manajemen, Fakultas Ekonomi Dan Bisnis, Universitas Islam Bandung
Religion Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Law, Crime, Criminology & Criminal Justice Social Sciences Other

Published : 51 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 51 Documents
Search

 2   3   4   5   6 
Citra Merek dan Keputusan Pasien: Quasi Moderasi E-WOM di Laboratorium Klinik Raihan Habibi; Mochamad Malik Akbar Rohandi; Yudha Dwi Nugraha
Bandung Conference Series: Business and Management 1255-1266
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v6i2.26337

Abstract

Abstract. Pramita Clinical Laboratory, Cimahi Branch, faces a weak brand image problem, indicated by a Top Brand Index of only 6.30%, placing it fifth among its main competitors, together with an 11% revenue decline in 2025 accompanied by predominantly negative reviews on digital platforms. This study aims to describe brand image, Electronic Word of Mouth (E-WOM), and patient decisions; to examine the effect of brand image on patient decisions; to examine the effect of E-WOM on patient decisions; and to test the role of E-WOM as a quasi moderator in the relationship between brand image and patient decisions. This study employs descriptive and verificative methods with a quantitative approach. The sampling technique used is purposive sampling with a total of 405 respondents. Data were analyzed using Moderated Regression Analysis (MRA) with SPSS version 25. The results show that brand image has a positive and significant effect on patient decisions (β = 0.348; sig. 0.000). E-WOM also has a positive and significant effect as the primary driver (β = 0.811; sig. 0.000), contributing 90.5%. However, E-WOM does not moderate the relationship between brand image and patient decisions (β = -0.002; sig. 0.536). Instead, it acts as a dominant direct predictor without altering the strength of the brand image effect.. Abstrak. Laboratorium Klinik Pramita Cabang Cimahi menghadapi permasalahan citra merek yang lemah, ditandai oleh Top Brand Index sebesar 6,30% yang menempatkannya pada posisi kelima di antara kompetitor utama, serta penurunan pendapatan sebesar 11% pada tahun 2025 yang disertai dominasi ulasan negatif di platform digital. Penelitian ini bertujuan mengetahui gambaran citra merek, Electronic Word of Mouth (E-WOM), dan keputusan pasien; menguji pengaruh citra merek terhadap keputusan pasien; menguji pengaruh E-WOM terhadap keputusan pasien; serta menguji peran E-WOM sebagai quasi moderasi pada hubungan antara citra merek dan keputusan pasien. Penelitian ini menggunakan metode deskriptif dan verifikatif dengan pendekatan kuantitatif. Teknik pengambilan sampel menggunakan purposive sampling dengan jumlah sampel 405 responden. Analisis data menggunakan Moderated Regression Analysis (MRA) dengan bantuan SPSS versi 25. Hasil penelitian menunjukkan citra merek berpengaruh positif dan signifikan terhadap keputusan pasien (β = 0,348; sig. 0,000). E-WOM juga berpengaruh positif dan signifikan sebagai pendorong utama (β = 0,811; sig. 0,000) dengan kontribusi 90,5%. Namun, E-WOM tidak terbukti memoderasi hubungan citra merek terhadap keputusan pasien (β = -0,002; sig. 0,536), sehingga berkedudukan sebagai prediktor langsung yang dominan tanpa mengubah kekuatan pengaruh citra merek terhadap keputusan pasien.
Co-Authors Agung Riza Bahari Suryana Ahlil Kahfi Ajeng Luthfiyatul Farida Alena Aenusiffa Salsabil Alivia Nurhaliza Arif Allya Roosallyn Assyofa Alya Fathia Ikhwani Amalya , Safira Rizki Amelia Khoerunnisa Arkan Rasyid Nur Falah Azriel Muhamad Sani Dede R Oktini Dedy Ansari Harahap Desvia Syahra Detria Aliifah Rifdah Dwi M, Hendarti Eka Tresna Gumelar Elsa Solia Putri Elvira Azis Gheanissa Aulia Luthfani Giraliyandi, Maudina Putri Handri, Handri Helmi Aziz Hendrati Dwi Mulyaningsih Herdy Rahmat Maulana Martin Ichsanul Hakim Ihsan Padilah Kautsar Rafa Nusaibah Kunanti Nurul Arifin Luthfiani Chairunissa Mahani, Nina Moch F Raska Rhamadhan Mochamad Irfan Fauzie Mochammad Imron Awalludin Muhamad Wahid Ramadhani Muhammad Daffa Azhar Muhammad Rifan Mutaqin Mukhamad Satrio Harditiyanto Nadia Meirani Nadri Taja Nadya Fitriani Nardin Najla Nina Maharani Nindya Saraswati Nisha Fadila Nur Fitriani Hidayat Nyi Raden Sheila Salsabilla Permana, Rezi Muhamad Taufik Putri Fariska Sugestie Putry Yuliani Qonidah Salsabila Senja Rachel Aldilla Yastin Rafliansyah Irfandi Raihan Habibi Ramanda Jundi Wafi Ramdan, Pratiwi Fauziah Ratih Hurriyati Reytha Ulfa Nurqia Ginting Rezi Muhammad Taufik Permana Rifaldi, Moch Fikri Rina Julianti Rizky Anugrah Pratama Roid Sadad Ruliansyah Ruliansyah Salma Athifah Azhar Sarah Ira S Lugina Septiana Ayu Estri Mahani Shalsabila Aristawidya Siti Fitrianti Sri Nur Fahmi Sri Suwarsi Sulaiman, Haryaman Justisia Sutina, Hani Taufik, Rezi Muhamad Tia Yuliawati Tresna, Eka Vinka Fitria Nuryani Vira Setya Puspa Anggreani Yudha Dwi Nugraha