Citra Merek dan Keputusan Pasien: Quasi Moderasi E-WOM di Laboratorium Klinik
DOI:
https://doi.org/10.29313/bcsbm.v6i2.24336Keywords:
Citra Merek, Electronic Word of Mouth, Quasi Moderasi, Keputusan PasienAbstract
Abstract. Pramita Clinical Laboratory, Cimahi Branch, faces a weak brand image problem, indicated by a Top Brand Index of only 6.30%, placing it fifth among its main competitors, together with an 11% revenue decline in 2025 accompanied by predominantly negative reviews on digital platforms. This study aims to describe brand image, Electronic Word of Mouth (E-WOM), and patient decisions; to examine the effect of brand image on patient decisions; to examine the effect of E-WOM on patient decisions; and to test the role of E-WOM as a quasi moderator in the relationship between brand image and patient decisions. This study employs descriptive and verificative methods with a quantitative approach. The sampling technique used is purposive sampling with a total of 405 respondents. Data were analyzed using Moderated Regression Analysis (MRA) with SPSS version 25. The results show that brand image has a positive and significant effect on patient decisions (β = 0.348; sig. 0.000). E-WOM also has a positive and significant effect as the primary driver (β = 0.811; sig. 0.000), contributing 90.5%. However, E-WOM does not moderate the relationship between brand image and patient decisions (β = -0.002; sig. 0.536). Instead, it acts as a dominant direct predictor without altering the strength of the brand image effect..
Abstrak. Laboratorium Klinik Pramita Cabang Cimahi menghadapi permasalahan citra merek yang lemah, ditandai oleh Top Brand Index sebesar 6,30% yang menempatkannya pada posisi kelima di antara kompetitor utama, serta penurunan pendapatan sebesar 11% pada tahun 2025 yang disertai dominasi ulasan negatif di platform digital. Penelitian ini bertujuan mengetahui gambaran citra merek, Electronic Word of Mouth (E-WOM), dan keputusan pasien; menguji pengaruh citra merek terhadap keputusan pasien; menguji pengaruh E-WOM terhadap keputusan pasien; serta menguji peran E-WOM sebagai quasi moderasi pada hubungan antara citra merek dan keputusan pasien. Penelitian ini menggunakan metode deskriptif dan verifikatif dengan pendekatan kuantitatif. Teknik pengambilan sampel menggunakan purposive sampling dengan jumlah sampel 405 responden. Analisis data menggunakan Moderated Regression Analysis (MRA) dengan bantuan SPSS versi 25. Hasil penelitian menunjukkan citra merek berpengaruh positif dan signifikan terhadap keputusan pasien (β = 0,348; sig. 0,000). E-WOM juga berpengaruh positif dan signifikan sebagai pendorong utama (β = 0,811; sig. 0,000) dengan kontribusi 90,5%. Namun, E-WOM tidak terbukti memoderasi hubungan citra merek terhadap keputusan pasien (β = -0,002; sig. 0,536), sehingga berkedudukan sebagai prediktor langsung yang dominan tanpa mengubah kekuatan pengaruh citra merek terhadap keputusan pasien.
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