CITRA MEREK, KUALITAS PELAYANAN, STRATEGI PEMASARAN, DAN MINAT BELI PASIEN

Abstract

Dental teaching hospitals must maintain favorable institutional reputations, reliable services, and effective institutional marketing communication to sustain patients’ interest in care. This study describes patient perceptions of brand image, service quality, marketing strategy, and intention to use dental services at the Dental and Oral Teaching Hospital, Faculty of Dentistry, Universitas Prof. Dr. Moestopo (Beragama). A quantitative descriptive survey involved 110 outpatients selected by purposive sampling in 2025. Responses were collected using a five-point Likert questionnaire covering ten brand-image items, twelve service-quality items, eight marketing-strategy items, and six purchase-intention items. Data were summarized using response frequencies, percentages, and item-weighted means. The respective overall mean scores were 3.88, 3.87, 3.84, and 3.79. Positive responses were dominant across the four constructs. Item-level variation was evident, particularly for BI9 (3.71), KP11 (3.79), SP6 (3.70), and MB5 (3.62), which had the lowest mean scores within their respective constructs. The findings suggest that patients generally assess the hospital’s reputation and services favorably while exhibiting more varied intentions to use its services. The study provides a descriptive foundation for routine evaluation of the patient experience, service delivery, and marketing communication. Integrating these evaluations into continuous quality improvement may help the institution align service information and patient expectations.