PENGARUH EMOTIONAL BRANDING TERHADAP KEPERCAYAAN DAN PENGARUHNYA TERHADAP SIKAP PENGAMBILAN KEPUTUSAN PEMAKAIAN JASA KESEHATAN OLEH KOMUNITAS DIABETES RS. TELOGOREJO

Abstract

Brand is one of the most important aspect for a company. Brands can be build in variety of ways, one with entering the emotional aspects of a person as practiced by RS.Telogorejo to diabetes community members in their hospital. The purpose of this study is to investigate the influence of emotional branding to decisions making attitudes, directly or indirectly, through a trust. This type of research is explanatory research with 50 samples for a population of 100 people who were taken by non-probability sampling technique, accidental sampling. The data were analyzed quantitatively by using simple linear regression analysis, and Path analysis, SPSS for windows version 15.0. The research conclude that there is a very strong emotional branding on community members, and its influence on trust is strong enough, while the direct influence on the attitude of decision making is very weak. Most community members believe to RS.Telogorejo and its influence is very strong to the attitude of decision making by members of RS.Telogorejo diabetes community. Advice can be given are the hospitals should continue to build good relations with members of the diabetes community by building good communication, provide better more attractive activities, and the service exellent in every day.