When Trust Matters More Than Service: Reframing Brand Image Benefits in a BPJS-Dominated Private Hospital

Anjani, Annisa Camalia; Iskandriawan, Bambang

When Trust Matters More Than Service: Reframing Brand Image Benefits in a BPJS-Dominated Private Hospital

James Alexander Gordon on 21st January 2026

Author Information

Annisa Camalia Anjani, Institut Teknologi Sepuluh Nopember, Indonesia
Bambang Iskandriawan, Institut Teknologi Sepuluh Nopember, Indonesia

Abstract

Strategic brand management differentiates brand image benefits into functional, experiential, and symbolic dimensions, yet how these benefits are prioritized within universal healthcare settings remains underexplored. This qualitative study examines a private hospital in Jember, Indonesia, that has served an unusually high proportion of BPJS patients—approximately 80% over the past five years—despite regulations requiring private hospitals to allocate a minimum of 40% of their services beneficiaries under BPJS Kesehatan, administered by BPJS Kesehatan under Indonesia’s national health insurance system (JKN). Such high dependence may constrain their brand positioning. The study asks which dimension of brand benefit is strategically prioritized by institutional actors operating under high UHC dependence. Data were collected through in-depth interviews with five internal stakeholders including director, manager, and media members responsible for strategic communication, analyzed using thematic analysis. The focus on internal actors reflects their institutional knowledge and their role in shaping brand positioning based on accumulated patient feedback. Participants described functional benefits (effective treatment, procedural clarity), experiential benefits (comfort, simplicity), and symbolic benefits (trust, security, and religious alignment). While functional and experiential benefits were largely treated as expected standards under UHC, symbolic benefits emerged as more influential in shaping institutional identity and public legitimacy. The study suggests that when private hospitals exceed BPJS participation requirements, symbolic meaning becomes central to maintaining credibility. The novelty of this research lies in conceptualizing symbolic brand benefits as a strategic form of institutional decision-making that sustains private healthcare organizations operating under UHC regimes in Indonesia and comparable Asian contexts.