Analysis of Brand Equity Dimensions and Brand Concept that Influence Customer Loyalty in an Occupational Health Clinic

Abstract

In the midst of increasing competition in the healthcare industry, healthcare facilities must remain connected with customers. The sample in this study consists of customers in occupational health clinics located in Batam City. The study aims to analyze the influence of various dimensions of brand equity (brand awareness, brand association, perceived quality) and brand concept (as independent variables) on customer loyalty (as the dependent variable). Based on a quantitative approach, the data reflects primary data generated from the online distribution of questionnaires, with a total of 232 collected responses. Purposive sampling was employed as the sampling technique. Subsequently, all data was tested using multiple linear regression methods. The results of this study indicate that brand awareness, brand association, perceived quality, and brand concept significantly influence customer loyalty.

Keywords

• occupational health clinic
• brand awareness
• brand association
• perceived quality
• brand concept
• customer loyalty