Pengaruh Word of Mouth, Brand Image, dan Pengetahuan Pasien terhadap Keputusan Operasi Katarak di Rumah Sakit Mata Siantar

Abstract

Mouth, Brand Image, and Product Knowledge on patient decisions. The population in the study were Siantar Eye Hospital patients. The sample used in this research was 87 respondents. The data collection technique in this research uses a questionnaire or questionnaire technique. Data analysis techniques use descriptive analysis and linear multiple regression analysis. Data processing in research uses SPSS 26. Based on partial research results, it shows that Word of Mouth has a positive and significant effect on patient decisions, Brand image has a positive and significant effect on patient decisions, and product knowledge has a positive and significant effect on patient decisions, and simultaneously The variables Word of Mouth, Brand Image, and Product Knowledge have a significant influence on the patient's decision to use cataract eye surgery services at Siantar Eye Hospital. And based on the coefficient of determination the dependent variable is able to influence the dependent variable by 72.8%.