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All Journal Research of Business and Management Entrepreneurship and Community Development Marketing and Business Strategy
Yuaniko, Yuaniko
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Economics, Econometrics & Finance

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Journal : Marketing and Business Strategy

 1 
Effect of Healthcare Service Quality and Price on Patient Satisfaction Sumardika, Aldian; Razak, Ismail; Yuaniko, Yuaniko
Marketing and Business Strategy Vol. 1 No. 2 (2024): MAY 2024
Publisher : SAN Scientific

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58777/mbs.v1i2.234

Abstract

Healthcare services is a place that is needed by all levels of society. Good service will influence patient satisfaction. Patient satisfaction in health services is very important to pay attention to because it can describe the quality of service at the health service location. Knowing patient satisfaction is very useful for the relevant agencies in order to evaluate programs that are being implemented and to find which parts need improvement. This study aims to analyze the influence of service quality and price on patient satisfaction at Kartika Husada Jatiasih Hospital. This type of research is a survey. The analytical method used in this research uses linear and multiple regression analysis models. The research results show that service quality has a positive and significant effect on patient satisfaction at Kartika Husada Jatiasih Hospital. Price has a positive and significant effect on patient satisfaction at Kartika Husada Jatiasih Hospital. Service quality and price have a positive and significant effect on patient satisfaction at Kartika Husada Jatiasih Hospital. Managerial implications include holding regular training for all hospital staff and implementing an effective feedback system to get input from patients about the quality of service
Decoding Consumer Choices: How Brand Image and Pricing Form Purchasing Behavior? Yuaniko, Yuaniko; Caniago, Melinda Syafri
Marketing and Business Strategy Vol. 2 No. 1 (2024): NOVEMBER 2024
Publisher : SAN Scientific

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58777/mbs.v2i1.339

Abstract

This study analyzes the impact of brand image and price on consumer purchasing decisions for Aice ice cream in Bekasi City. In a competitive market like the ice cream industry, both brand image and price are essential factors influencing purchasing behavior. Data were gathered from 100 Aice consumers through a questionnaire survey, and multiple linear regression analysis was employed to assess the effect of brand image and price (independent variables) on purchasing decisions (dependent variable). Results show that both brand image and price significantly and positively influence purchasing decisions. This suggests that to enhance consumer interest, companies should focus on maintaining a strong brand image and offering competitive pricing. The findings provide valuable insights for managers and marketers in developing effective marketing strategies. If brand image indeed strongly affects purchasing choices, companies should prioritize consistent branding and communication efforts to reinforce their brand image. This study aims to assist companies in designing more targeted strategies to increase consumer demand and competitiveness in the ice cream sector.
Decoding the Buyer’s Mind: The Role of Promotion and Brand Image in Purchase Decisions Mareta, Futri Zamnis; Razak, Ismail; Yuaniko, Yuaniko
Marketing and Business Strategy Vol. 2 No. 2 (2025): MAY 2025
Publisher : SAN Scientific

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58777/mbs.v2i2.440

Abstract

This study aims to analyze the extent to which promotion and brand image influence the purchasing decisions of Shopee customers in East Jakarta. Using a quantitative approach with survey methods and multiple linear regression analysis, the results of the study indicate that both promotion and brand image simultaneously and partially have a positive and significant effect on purchasing decisions. This finding means that attractive promotions such as discounts, cashback, and flash sales, as well as a strong and positive brand image can encourage consumers to make purchases. This study investigates how promotion and brand image influence purchasing decisions among Shopee customers in East Jakarta using a quantitative survey and regression analysis. Results show that brand image has a significant positive effect, while promotion does not significantly influence purchasing decisions when examined individually. The managerial implications of these findings are that Shopee management needs to continue to optimize promotional strategies creatively and consistently to maintain and increase customer loyalty. In addition, building and maintaining a positive brand image through service quality, platform appearance, and good interaction with consumers are important keys to strengthening competitiveness in the competitive e-commerce market.
Co-Authors Caniago, Melinda Syafri Fernando, Johan Mareta, Futri Zamnis Perkasa, Dhana Rachmatulloh Prayoga, Abi Razak, Ismail Sejati, Khoirunnisa Sumardika, Aldian Usman, Ridhatul Zahrafaini, Ravechia