Pengaruh Kualitas Pelayanan Terhadap Brand Image Pada Unit Rawat Jalan Poliklinik Penyakit Dalam RSU. Pirngadi Di Medan

RSU Dr. Pirngadi is one of the public hospital owned by local government in Medan. This hospital have been developed with many changes which one of the development is build a new physical building. This showed that the service quality given to the patient has been improved. In turn, this improvement will increase the community’s perception that will create brand image of this hospital. The objective of this research is to analyze the effect of the hospital’s service quality to the brand imageof the hospital. The hospital’s service quality consists of Reliability, Responsiveness, Assurance, Empathy andTangible. The research method used descriptive analyze and multiple regression analyze methods. The result of this research showed that service quality had positive and significant effect to the brand image of Dr. Pirngadi Medan Hospital. Out of the five variables used in this research that tangible variable is the dominant variableamong others variables. Based on determinant identification showed that R square is 53.6% that means brand image of Dr. Pirngadi Hospital effected by service quality variables by 53.6% and the rest 46.4 effected by other variables that not been used in this research.