Relationship of Corporate and Product Images with Utilization of Basic Emergency Obstetric-Neonatal Services in Deli Serdang, North Sumatera

Winda Novita1), Destanul Aulia2), Juanita2)


1)Masters Program in Public Health, Universitas Sumatera Utara

2)Department of Health Policy and Administration, Faculty of Public Health, Universitas Sumatera Utara



Background: Approximately 15% of expected births worldwide will result in li­fe-threatening complications during pregnancy, delivery, or the postpartum pe­ri­od. Providers skilled in emergency obstetric and newborn care (EmONC) ser­vi­ces are essential, particularly in countries with a high burden of maternal and new­born mortality, including Indonesia. This study aimed to determine the rela­tion­ship of corporate image and product image with utilization of EmONC ser­vi­ces in De­li Serdang, North Sumatera.

Subjects and Method: This was a cross-sectional study conducted at Ham­pa­ran Perak, Deli Serdang, North Sumatera. A total of 100 pregnant mothers were se­lec­ted for this study. The dependent variable was utilization of EmONC. The inde­pendent variables were corporate image and product image. The data were col­lected by questionnaire. The data were analyzed by a multiple logistic reg­res­sion.

Results: Utilization of EmONC increased with good corporate image (OR= 23.90; 95% CI= 4.45 to 128.21; p= 0.001) and good product image (OR= 41.82; 95% CI= 7.81 to 223.93; p= 0.001). The two independent variables in the model ex­­plained 70% of the variation in the utilization of EmONC.

Conclusion: Utilization of EmONC increases with good corporate image and good product image. Management can further improve EmONC image and its servi­ces to increases utilization.

Keywords: corporate image, product image, emergency, obstetric-neonatal service.

Correspondence: Winda Novita. Masters Program in Public Health, Universitas Sumatera Utara, Jl. Dr. T. Mansur No. 9, Padang Bulan, Medan, North Sumatera. Email: Mobile: 081360996023


Share this :

View PDF