ANALISIS PENGARUH CITRA DAN PELAYANAN TERHADAP LOYALITAS KONSUMEN PADA BALAI PENGOBATAN / RUMAH BERSALIN DAN KESEHATAN IBU DAN ANAK "HARAPAN INSANI" MOYUDAN SLEMAN

Economics crisis endless have affected an the waning purchasing power society, good to fulfilling its bise requirement and also to fulfiU, other requirement. Elementary requircmcnt of human being of bcsidcs food is health. Hcalth represent the jetty frotn life to reach the target of health cnableness in the effort executing program of health development by totally, invirought, tlatten acceptable and r•ached by a wide sociaty is especially instructed a rural area and • improve the quality of degree of society health and also follow tha active sharing in asissting goverrnental prowam in the health. ' • This research aim to be, first :.analysing influence of image and service to loyalitas consumer by using five image perception devcloped by Riana, 2003 and Five dimension of quality service activities developed by Zeithm et al, 1990 (in Sri hadiati, 2003). The two s analyzing the image variable or most 'dominan service variable have an effea on to loyalitas, consumer at Cjinical Centre / Rumah Bersalin dan Kesehatan Ibu dan Anak Harapan Insani Moyudan Sleman. Test the hypotesis use the doubled linier analysis regretions, Test the Anova and T —Test. The sample taken away from by a consumer using service ofhealth of BPRB KIA Harapan Insani Moyudan Sleman. This research succed to analyzing that perseption of image and servicc qui ality have an effect on by significcan to 16•alitas consumer, from each image having an etTect on that is perception about expense / price, perception about service, perception about quality and perception about physical enviroment. For the quality of service consisted by the direct evidence,' mainstay, guarantee, emphaty and energy Iisten carrefully. From secondarry analysis an the reality most dominant service'variable have an effect on to loyalitas consumer at Clinical Centre / Rumah Bersalin dan Kesehatant(bu dan Anak Harapan Insani Moyudan Sleman.