@thesis{thesis,
		author={Agustini  Prima Mulyasari},
		title ={Pengaruh Komunikasi Pemasaran Jasa Rumah Sakit Bersalin Emma Poeradiredja terhadap Pencitraan Pasien. (Survei Eksplanatori mengenai Pengaruh Komunikasi Pemasaran Jasa Rumah Sakit Bersalin Emma Poeradiredja terhadap Resiko, Kualitas Jasa, dan Posisi Jasa y},
		year={2013},
		url={http://repository.bakrie.ac.id/7253/},
		abstract={The purposes of this research are to know and to analyze: (1) the influence of
service marketing communication of Rumah Sakit Bersalin Emma Poeradiredja
on the perceived risk by the patient, (2) the influence of service marketing
communication of Rumah Sakit Bersalin Emma Poeradiredja on the perceived
service quality by the patient, dan (3) the influence of service marketing
communication of Rumah Sakit Bersalin Emma Poeradiredja on service position
to the patient. The object of this research is Rumah Sakit Bersalin Emma
Poeradiredja in Kota Bandung. The research method conducted is explanatory
survey. Research data consists of primary and secondary. Descriptive and
verificative analysis methods are applied in this research. Structure Equation
Modeling (SEM) is applied for verificative method. The result of descriptive
analysis of this research indicates that service marketing communication of
Rumah Sakit Bersalin Emma Poeradiredja which has high value is the ability of
providing interior and exterior facilities. The perceived risk by the patient which
has high value is level of the patient willingness to accept physical risk based on
the use of Rumah Sakit Bersalin Emma Poeradiredja service. The perceived
service quality by the patient which has high value is level of the worthiness of
equipment and technology which are used, physical facilities, the availability of
supporting infrastructure, level of the rooms and buildings cleanliness, and level
of the neatness of medical, paramedical, and others staff. The service position to
the patient which has high value is level of the price worthiness offered by Rumah
Sakit Bersalin Emma Poeradiredja. The result of SEM Analysis indicates that (1)
service marketing communication of Rumah Sakit Bersalin Emma Poeradiredja
influenced the perceived risk by patient. (2) service marketing communication of
Rumah Sakit Bersalin Emma Poeradiredja influenced the perceived service
quality by patient, and (3) service marketing communication of Rumah Sakit
Bersalin Emma Poeradiredja influenced the service position to the patient, either
simultaneously or partially. In conclusion, service marketing communication
influenced patient imagery about Rumah Sakit Bersalin Emma Poeradiredja.}
		}