Registered Nurse’s Perception on Nursing Brand Image during the COVID-19 Pandemic Era in Indonesia

Wulan Noviani; Imam Suprabowo; Lisa Musharyanti; Annisa Prasetyowati

doi:10.3889/oamjms.2021.7857

Authors

Wulan Noviani School of Nursing, Faculty of Medicine and Health Sciences, Universitas Muhammadiyah Yogyakarta, Bantul, Indonesia https://orcid.org/0000-0003-4430-5474
Imam Suprabowo Department of Islamic Communication and Broadcasting, Faculty of Islamic, Universitas Muhammadiyah Yogyakarta, Bantul, Indonesia https://orcid.org/0000-0002-4464-2609
Lisa Musharyanti School of Nursing, Faculty of Medicine and Health Sciences, Universitas Muhammadiyah Yogyakarta, Bantul, Indonesia https://orcid.org/0000-0002-0795-3555
Annisa Prasetyowati School of Nursing, Faculty of Medicine and Health Sciences, Universitas Muhammadiyah Yogyakarta, Bantul, Indonesia

DOI:

https://doi.org/10.3889/oamjms.2021.7857

Keywords:

Brand, Nursing image, Qualitative study

Abstract

BACKGROUND: Coronavirus disease 2019 (COVID-19) has changed the image of nursing globally. However, the nursing brand image remains limited to explore among registered nurses during the COVID-19 pandemic era in Indonesia.

AIM: This study aims to explore registered nurse’s perception of nursing brand image in Indonesia during the COVID-19 pandemic era.

METHODS: The descriptive qualitative study was conducted using purposive sampling technique. This study enrolled 15 registered nurses who cared for COVID-19 patients. The semi-structured interview was conducted face-to-face within 45–60 min through WhatsApp video calls. Colaizzi’s methods and NVivo 12^TMPlus were used for data analysis.

RESULTS: The data analysis revealed five themes, namely, (1) Caring as a nursing brand image; (2) Interprofessional collaboration culture; (3) Providing 24-h holistic care; (4) Being more respected; (5) Becoming a long-life learner.

CONCLUSION: During COVID-19 pandemic era, nurses perceived that nursing brand image becomes more positive in Indonesia.

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