Brand Equity Of Analysis To Improve Immunization Clinic Visit At PT Bio Farma (Persero) Bandung
| Main Authors: | Saefuddin, Aep; School of Business and Management, Institut Teknologi Bandung, Nasution, Reza Ashari; School of Business and Management, Institut Teknologi Bandung |
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| Format: | Article info application/pdf eJournal |
| Bahasa: | eng |
| Terbitan: |
Proceedings of International Conference on Management in Emerging Markets (ICMEM) SBM ITB
, 2022
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| Online Access: |
https://journal.sbm.itb.ac.id/index.php/ProceedingSBMITB/article/view/4726 https://journal.sbm.itb.ac.id/index.php/ProceedingSBMITB/article/view/4726/1616 |
Daftar Isi:
- Immunization have saved more lives on earth than any other approach in history. Immunization is one of public healthcare most effective and efficient innovation, and delivers positive health, social, and economic benefits indirectly. Despite the advantages of vaccines, global immunization coverage remains to stagnate. To help increasing the immunization services coverage, Bio Farma has develop new brand for immunization services clinic called Imunicare. We identified the key business issue of Imunicare is declining of customer visit in consumer segment after establishment of Imunicare.This study aims to discover the main cause of declining visit trend in Imunicare consumer segment, and then to evaluate factors that can increase customer visit of Imunicare. We have explored business issue based on conceptual framework, began with problem identification then do the business environment analysis, consist internal and external analysis. Both internal analysis and external analysis will be integrated to develop SWOT analysis for the business unit. From the study we found that the root cause of declining visit trend in Imunicare consumer segment are there is limited number of products, place of Imunicare cannot seen directly by customer, low awareness in Imunicare service brand and digital process to need be fixed to improve customer experience process.Previous study shows that there was an influence between brand equity and customer visit. We did further analysis on brand equity. For the brand equity research, we did measurement based on Aaker approach on Brand Equity methodology. There are five dimension that we use to measure brand equity for this study, Brand Awareness, Brand Association, Brand Loyalty, Perceived Quality, and Uniqueness. The highest factor that influences brand equity of Imunicare was brand Awareness (Beta Coefficient: 0.439). It can be concluded that brand awareness significantly affects patient visits to Imunicare. Brand association appears to have the lowest brand equity ranking of the five dimensions. Keywords: Marketing Strategy; Immunization; Clinic; Vaccination; Brand Equity.