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PURCHASEINTENTION OF ELDERLY IN A PANDEMIC COVID-19 SITUATION BASED ON ANALYSIS OFCUSTOMER-BASED BRAND EQUITY

    Authors

    • Hadi Masyhurrosyidi 1
    • Sri Hartini 2
    • AryoDwipo Kusumo 3
    • Windhu Purnomo 4

    1 Magister Program in Health Policy and Administration, Universitas Airlangga Surabaya, Indonesia

    2 Department of Economics and Business, Universitas Airlangga Surabaya, Indonesia

    3 Department of Dental Public Health, Faculty of Dental Medicine, Universitas Airlangga, Surabaya – Indonesia

    4 Department of Biostatistic, Faculty of Public Health, Universitas Airlangga Surabaya, Indonesia

,

Document Type : Research Article

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Abstract

Background: During an unpredictable situation (uncertain environment), high purchase intentions for better and quality services results providers need an extraordinary level of expertise in the healthcare market. Purpose: To determine the effect of customer-based brand equity on purchase intention. Method: observational study with cross-sectional design. The population was all elderly in the East Lombok Regency, samples that fulfilled the criteria; not experience chronic diseases such as stroke, cataracts, chronic kidney disease (CKD), severe diabetes mellitus, and coronary heart disease. Measurement of independence used the ADL Bartle Index instrument. The cognitive level used the MMSE instrument and respondents were willing to fill in the questionnaire. Results: the characteristics of respondents and customer-based brand equity on purchase intention used the chi-square test and fisher's exact test. Risk estimates and 95% confidence intervals of customer-based brand equity, namely brand awareness 1,243 (1,000 to 1,546), brand association 1,245 (1,014 to 1,527), perceived quality 1,229 (1,014 to 1,488), and brand loyalty 1,240 (1,039 to 1,479), the test results showed a significant relationship and had a prevalence ratio (PR)> 1 to the purchase intentionof outpatient health centers. Conclusion: the majority of respondents who have an elderly purchase intention for outpatient services at the public health center

Keywords

  • Customer
  • COVID_19
  • Brand equity
  • Purchase Intention
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European Journal of Molecular & Clinical Medicine
Volume 7, Issue 5
November 2020
Page 709-721
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  • Article View: 362
  • PDF Download: 459

APA

Masyhurrosyidi, H., Hartini, S., Kusumo, A., & Purnomo, W. (2020). PURCHASEINTENTION OF ELDERLY IN A PANDEMIC COVID-19 SITUATION BASED ON ANALYSIS OFCUSTOMER-BASED BRAND EQUITY. European Journal of Molecular & Clinical Medicine, 7(5), 709-721.

MLA

Hadi Masyhurrosyidi; Sri Hartini; AryoDwipo Kusumo; Windhu Purnomo. "PURCHASEINTENTION OF ELDERLY IN A PANDEMIC COVID-19 SITUATION BASED ON ANALYSIS OFCUSTOMER-BASED BRAND EQUITY". European Journal of Molecular & Clinical Medicine, 7, 5, 2020, 709-721.

HARVARD

Masyhurrosyidi, H., Hartini, S., Kusumo, A., Purnomo, W. (2020). 'PURCHASEINTENTION OF ELDERLY IN A PANDEMIC COVID-19 SITUATION BASED ON ANALYSIS OFCUSTOMER-BASED BRAND EQUITY', European Journal of Molecular & Clinical Medicine, 7(5), pp. 709-721.

VANCOUVER

Masyhurrosyidi, H., Hartini, S., Kusumo, A., Purnomo, W. PURCHASEINTENTION OF ELDERLY IN A PANDEMIC COVID-19 SITUATION BASED ON ANALYSIS OFCUSTOMER-BASED BRAND EQUITY. European Journal of Molecular & Clinical Medicine, 2020; 7(5): 709-721.

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