PENGARUH KUALITAS LAYANAN TERHADAP BRAND IMAGE udPADA PASIEN RUMAH SAKIT ORTOPEDI (RSO) udPROF.DR. SOEHARSO SURAKARTA TAHUN 2012

摘要

The purpose of this study were (1) to know the relationship of service quality udsimultaneously on brand image in Ortopedi (RSO) Prof.Dr.Soeharso Hospital Surakarta. (2) udTo know the relationship of service quality partially on brand image in Ortopedi (RSO) Prof. udDr. Soeharso Hospital Surakarta.The research methods used in this study was descriptive udquantitative methods, and the population of respondent in this study were allpatient of Ortopedi ud(RSO) Prof. Dr. Soeharso Hospital Surakarta during the research period. In this study the large udnumber of samples is determined by 100 respondents. The technical analysis of the data used udin this study was of multiple linear regression analysis technique. udBased on this research it can be concluded that (1) There’s significant positive udrelationship service quality to brand image simultaneousey with probabiity value 0.000.(2) udThere’s significant positive relationship on service quality to brand image partially with udprobability vaue on reliability 0.027, responsiveness 0.035, assurance 0.026, emphaty 0.008, udtangibels 0,016. ud udKeyword: Brand Image, Service Quality