The influence of word of mouth and brand image on the consumer decision process in choose clinic content

Case Study of Embun Pagi Sekayu Gynecological Clinic

https://doi.org/10.21744/irjmis.v9n1.2013

Authors

  • Rulli Ramadhayani B Master of Management, Sriwijaya University, Palembang, Indonesia
  • Zakaria Wahab Lecturer of Magister Management, Economic Faculty, Sriwijaya University, Palembang, Indonesia
  • Marlina Widiyanti Lecturer of Magister Management, Economic Faculty, Sriwijaya University, Palembang, Indonesia
  • Aslamia Rosa Lecturer of Magister Management, Economic Faculty, Sriwijaya University, Palembang, Indonesia

Keywords:

brand image, clinic content, consumer decision, purchase decision, word of mouth

Abstract

This study aimed to analyze the effect of word of mouth and brand image jointly and partially on consumer decisions and the dominant two variables. Data collection at the Embun Pagi Clinic in the Sekayu area involved 100 patients who used the services of the Sekayu Embun Pagi Clinic with non-probability sampling, namely accidental sampling. Data was collected by distributing questionnaires and using multiple linear regression using SPSS software. Data analysis is a descriptive method, classical assumption test with normality test with Kolmogorov-Smirnov, multiple regression analysis methods with f test, t-test, and coefficient of determination. This study indicates that word of mouth and brand image significantly influence the consumer decision process in choosing the Embun Pagi Sekayu Gynecological Clinic. These results can be seen in the multiple regression analysis and the coefficient of determination R-value of 0.802, meaning that the relationship between word of mouth and brand image on consumer decisions is 80.2%, meaning that the relationship between variables is close. Adjusted R Square value of 0.636 means that 63.6% of purchasing decision factors can be explained by word of mouth and brand image. 

Downloads

Download data is not yet available.

References

Aguirre-Rodriguez, A., Bosnjak, M., & Sirgy, M. J. (2012). Moderators of the self-congruity effect on consumer decision-making: A meta-analysis. Journal of Business Research, 65(8), 1179-1188. https://doi.org/10.1016/j.jbusres.2011.07.031

Antin, T. M., Constantine, N. A., & Hunt, G. (2015). Conflicting discourses in qualitative research: The search for divergent data within cases. Field Methods, 27(3), 211-222.

Bengtsson, M. (2016). How to plan and perform a qualitative study using content analysis. NursingPlus Open, 2, 8-14. https://doi.org/10.1016/j.npls.2016.01.001

Cretu, A. E., & Brodie, R. J. (2007). The influence of brand image and company reputation where manufacturers market to small firms: A customer value perspective. Industrial marketing management, 36(2), 230-240. https://doi.org/10.1016/j.indmarman.2005.08.013

Ghozali, I. (2011). Aplikasi Analisis Multivariate Program IBM SPSS 19. Badan Penerbit UNDIP: Semarang.

Holliday, A. (2010). Analysing qualitative data. Continuum companion to research methods in applied linguistics, 98-110.

Karimi, S., Holland, C. P., & Papamichail, K. N. (2018). The impact of consumer archetypes on online purchase decision-making processes and outcomes: A behavioural process perspective. Journal of Business Research, 91, 71-82. https://doi.org/10.1016/j.jbusres.2018.05.038

Keller, G. (2015). Statistics for Management and Economics, Abbreviated. Cengage Learning.

Macdonald, E. K., & Sharp, B. M. (2000). Brand awareness effects on consumer decision making for a common, repeat purchase product: A replication. Journal of business research, 48(1), 5-15. https://doi.org/10.1016/S0148-2963(98)00070-8

Mahatama, A. A. B. P., & Wardana, M. (2021). The role of brand image and customer commitment in mediating service quality towards customer loyalty. International Research Journal of Management, IT and Social Sciences, 9(1), 79-89. https://doi.org/10.21744/irjmis.v9n1.2006

Martin, W. C., & Lueg, J. E. (2013). Modeling word-of-mouth usage. Journal of Business Research, 66(7), 801-808. https://doi.org/10.1016/j.jbusres.2011.06.004

Maxham III, J. G. (2001). Service recovery's influence on consumer satisfaction, positive word-of-mouth, and purchase intentions. Journal of business research, 54(1), 11-24. https://doi.org/10.1016/S0148-2963(00)00114-4

Meitridasari, U., Wahab, Z., Isnurhadi, I., & Widiyanti, M. (2021). Effect of instagram and celebrity endorser on purchasing motive of le minerale packaging water with image brand as intervention variables. International Research Journal of Management, IT and Social Sciences, 8(1), 123-131. https://doi.org/10.21744/irjmis.v8n1.1175

Morse, J. M. (2015). Critical analysis of strategies for determining rigor in qualitative inquiry. Qualitative health research, 25(9), 1212-1222.

Phillippi, J., & Lauderdale, J. (2018). A guide to field notes for qualitative research: Context and conversation. Qualitative health research, 28(3), 381-388.

Porter, W. W., Graham, C. R., Bodily, R. G., & Sandberg, D. S. (2016). A qualitative analysis of institutional drivers and barriers to blended learning adoption in higher education. The internet and Higher education, 28, 17-27. https://doi.org/10.1016/j.iheduc.2015.08.003

Sääksjärvi, M., & Samiee, S. (2011). Relationships among brand identity, brand image and brand preference: differences between cyber and extension retail brands over time. Journal of interactive marketing, 25(3), 169-177. https://doi.org/10.1016/j.intmar.2011.04.002

Sugiyono, D. (2010). Metode penelitian kuantitatif dan R&D. Bandung: Alfabeta.

Sutiyono, R., & Hadibrata, B. (2020). The Effect Of Prices, Brand Images, And After Sales Service Reinforced Bar Steel Products On Consumer Purchasing Decisions Of PT. Krakatau Wajatama Osaka Steel Marketing. Dinasti International Journal of Education Management And Social Science, 1(6), 947-967.

Voyer, P. A., & Ranaweera, C. (2015). The impact of word of mouth on service purchase decisions: Examining risk and the interaction of tie strength and involvement. Journal of Service Theory and Practice.

Wesley, S., LeHew, M., & Woodside, A. G. (2006). Consumer decision-making styles and mall shopping behavior: Building theory using exploratory data analysis and the comparative method. Journal of Business Research, 59(5), 535-548. https://doi.org/10.1016/j.jbusres.2006.01.005

Zhang, J. Q., Craciun, G., & Shin, D. (2010). When does electronic word-of-mouth matter? A study of consumer product reviews. Journal of Business Research, 63(12), 1336-1341. https://doi.org/10.1016/j.jbusres.2009.12.011

Zhang, T., & Zhang, D. (2007). Agent-based simulation of consumer purchase decision-making and the decoy effect. Journal of business research, 60(8), 912-922. https://doi.org/10.1016/j.jbusres.2007.02.006

Published

2022-01-04

How to Cite

Ramadhayani B, R., Wahab, Z., Widiyanti, M., & Rosa, A. (2022). The influence of word of mouth and brand image on the consumer decision process in choose clinic content: Case Study of Embun Pagi Sekayu Gynecological Clinic. International Research Journal of Management, IT and Social Sciences, 9(1), 110–118. https://doi.org/10.21744/irjmis.v9n1.2013

Issue

Section

Peer Review Articles

Most read articles by the same author(s)

1 2 > >>