Tesis ini membahas tentang analisis kesesuaian rebranding Rumah Sakit Umum Daerah (RSUD) di Provinsi DKI Jakarta. Penelitian ini adalah penelitian kuantitatif dengan desain studi cross-sectional. Responden berjumlah 539 orang yang merupakan pegawai RSUD Kalideres,  RSUD Kembangan dan RSUD Ciracas yang diperoleh dengan metode simple random sampling. Pengumpulan data dengan menggunakan kuesioner dan wawancara mendalam dilakukan selama bulan Desember 2024. Data yang terkumpul selanjutnya dibuat tabel distribusi frekuensi dan kemudian dianalisis dengan uji chi square. Hasil penelitian menunjukkan bahwa terdapat kesesuaian antara employer branding “bangga melayani bangsa” dan nilai pegawai “BerAKHLAK” serta hubungannya dengan employee engagement di RSUD Provinsi DKI Jakarta.

This study analyze the implementation compatibility of rebranding at Regional General Hospitals (RSUD) in DKI Jakarta Province. The research adopts a quantitative approach with a cross-sectional study design. Total sample was 539 individuals, comprising employees from RSUD Kalideres, RSUD Kembangan, and RSUD Ciracas, selected using simple random sampling method. Data collection was conducted through questionnaires from November to December 2024. The collected data were then presented in frequency distribution tables and analyzed using chi square. The results showed compatibility between the employer branding of "Bangga Melayani Bangsa" and employees core values of "BerAKHLAK," as well as their relationship with employee engagement of RSUD in the DKI Jakarta Province.