<![CDATA[Abstrak Mutu pelayanan merupakan fokus rumah sakit dalam menghadapi globalisasi serta persaingan. Kunjungan adalah salah satu indikator mutu pelayanan rawat jalan. Types of brand association merupakan dimensi brand image yang digunakan menilai mutu produk. Penilaian types of brand association yang baik akan mempengaruhi Behaviour intention konsumen untuk pemanfaatan ulang pelayanan rumah sakit. Kunjungan poli spesialis paru di Rumah Sakit Islam Sakinah Mojokerto mengalami penuruan sebesar 16%. Penelitian ini untuk menganalisis pengaruh types of brand association terhadap Behaviour intention.Ini merupakan penelitian deskriptif-analitik dengan desain cross-sectional study. Sampel penelitian berjumlah 72 sampel, dengan teknik simple random sampling. Data dianalisis menggunakan uji regresi linier berganda. Hasil penelitian menunjukkan sebagian besar berjenis kelamin perempuan, berada pada kategori usia > 46 tahun, dengan tingkat pendidikan menengah. Types of brand association meliputi attribute product, attribute nonproduct, dan benefit sudah baik. Behaviour intention pasien sudah baik. Attribute product dan attribute nonproduct berpengaruh terhadap Behaviour intention. Benefit tidak berpengaruh terhadap Behaviour intention. Types of brand association yang baik menjadi salah satu cara rumah sakit untuk meningkatkan Behaviour intention dalam memanfaatkan pelayanan rumah sakit agar kunjungan pasien meningkat. Secara keseluruhan types of brand association memiliki pengaruh signifikan terhadap Behaviour intention. Kata kunci: types of brand association, behaviour intention Abstract Service quality is the focus of hospitals in the face of globalization and competition. Visits are one indicator of the quality of outpatient services. Good types of brand associations can affect consumer Behaviour intention towards hospital services. Patient visits to the pulmonary specialist clinic at the Sakinah Mojokerto Islamic Hospital have decreased by 16%. This study aimed to analyze the effect of types of brand association on Behaviour intention. This research is descriptive-analytic research with a cross-sectional study design. The research sample amounted to 72 samples, with a simple random sampling technique. The research data were analyzed with multiple linear regression tests. The results showed that the respondents were mostly female, in the age category >46 years, with a secondary education level. Types of brand association include attribute product, attribute nonproduct, and benefit are good. The patient's Behaviour intention is good. Attribute products and attribute nonproducts influence Behaviour intention. Benefits do not influence Behaviour intention. Types of good brand association are one way for hospitals to increase Behaviour intention in reusing hospital services to increase patient visits. Overall Types of brand association have a significant influence on Behaviour intention. Keywords: types of brand association, behaviour intention]]>
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