Pengaruh Personal Branding Dokter SpOG dan Branding Rumah Sakit terhadap Keputusan Pasien Memilih Layanan Persalinan

Susanti Kusumo Budiarti; Vip Paramarta; Rukhiyat Syahidin; Imam Suryono

doi:10.37034/jems.v9i1.575

Authors

Susanti Kusumo Budiarti Universitas Sangga Buana YPKP
Vip Paramarta Universitas Sangga Buana YPKP
Rukhiyat Syahidin Universitas Sangga Buana YPKP
Imam Suryono Universitas Tujuh Belas Agustus 1945

DOI:

https://doi.org/10.37034/jems.v9i1.575

Keywords:

Physician Personal Branding, Hospital Branding, Patient Decision, Maternity Service, Multiple Regression

Abstract

Indonesia's Maternal Mortality Rate (MMR) was 102 per 100,000 live births in 2021, far from the 2030 SDGs target of 70 per 100,000, while private hospitals now account for 58.6% of all hospitals nationally, intensifying competition in maternity services. Amid this condition, the personal branding of Obstetrics and Gynecology (OB-GYN) specialists and hospital branding emerge as two key factors shaping patient decisions, yet no prior study has integrated both into a single model to compare their relative influence. This study analyzes the partial and simultaneous effects of OB-GYN personal branding and hospital branding on patient decisions in choosing maternity services at RS Antam Medika, Jakarta. A quantitative, descriptive-verificative approach with a cross-sectional survey design was employed. Data were collected from 84 respondents using a structured five-point Likert questionnaire and analyzed through multiple linear regression with SPSS 26. Results show that OB-GYN personal branding (t = 5.361) and hospital branding (t = 4.932) each exert a positive and significant partial effect on patient decisions, with a simultaneous effect of 61.0% (R² = 0.610; F = 63.425). Personal branding of the OB-GYN specialist contributes relatively more dominantly (standardized β = 0.457) than hospital branding (standardized β = 0.421). Both branding dimensions are complementary rather than substitutive, implying that hospital management should pursue an integrated co-branding strategy that simultaneously strengthens physician personal branding and institutional branding.

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