PENGARUH BRAND IMAGE DAN MOTIVASI
PADA MINAT UNTUK PUBLIKASI
DI JURNAL-JURNAL FAKULTAS KEDOKTERAN
UNIVERSITAS GADJAH MADA, YOGYAKARTA
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Institusion
Universitas Atma Jaya Yogyakarta
Author
BUDININGSIH, HILARIA LESTARI
Subject
Manajemen Pemasaran
Datestamp
2015-01-27 13:19:59
Abstract :
The purpose of this study was to know whether brand image, motivation to publish manuscript, affiliation with School of Medicine, Gadjah Mada University, and prior publication experience in journals of the School of Medicine influenced the interest to publish in those journals. The higher the numbers of respondents showing interest to publish in the journals, the better are chances to select high quality manuscripts with potentially more citations and broader readership. A sample survey was conducted involving 120 respondents, who may send their manuscripts to the journals. Questionaires for data collection were adapted from Shukla (2010) to measure the interest to publish manuscript, from Sondoh et al. (2007) for perception on brand image, and from Miller and Bedeian (2010) for motivation to publish. The questionaires were distributed to respondents and selfadministered before being handed to the researcher. Results of the study suggest that perception on brand image is the strongest predictor of interest to publish manuscripts in journals catered by the School of Medicine, Gadjah Mada University. Motivation to publish only weakly predicts interest to publish, and is not significant statistically. Affiliation and prior publication do not seem to be associated with interest to publish. Efforts to improve brand awareness, recognition, and perceived associations with positive attributes of the journals would increase manuscript submission, citations and readership among loyal readers and writers. Brand image is a useful feature in marketing theories which can be applied in the improvement of manuscript submission to academic journals.
The purpose of this study was to know whether brand image, motivation to publish manuscript, affiliation with School of Medicine, Gadjah Mada University, and prior publication experience in journals of the School of Medicine influenced the interest to publish in those journals. The higher the numbers of respondents showing interest to publish in the journals, the better are chances to select high quality manuscripts with potentially more citations and broader readership. A sample survey was conducted involving 120 respondents, who may send their manuscripts to the journals. Questionaires for data collection were adapted from Shukla (2010) to measure the interest to publish manuscript, from Sondoh et al. (2007) for perception on brand image, and from Miller and Bedeian (2010) for motivation to publish. The questionaires were distributed to respondents and selfadministered before being handed to the researcher. Results of the study suggest that perception on brand image is the strongest predictor of interest to publish manuscripts in journals catered by the School of Medicine, Gadjah Mada University. Motivation to publish only weakly predicts interest to publish, and is not significant statistically. Affiliation and prior publication do not seem to be associated with interest to publish. Efforts to improve brand awareness, recognition, and perceived associations with positive attributes of the journals would increase manuscript submission, citations and readership among loyal readers and writers. Brand image is a useful feature in marketing theories which can be applied in the improvement of manuscript submission to academic journals.
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