16567 ______________________________________________________________ DOI: https://doi.org/10.33258/birci.v5i2.5572 The Effect of Brand Asset Valuator on Usage Decision of Halodoc Application Ghinda Nevithya Kono 1 , Dedeh Fardiah 2 , Kiki Zakiah 3 1,2,3 Faculty of Communication Studies, Universitas Islam Bandung, Indonesia I. Introduction Digital information systems continue to develop to bring changes to various sectors. These changes bring opportunities as well as challenges for the parties involved (Tresna, et al., 2021). Companies compete with each other in meeting consumer needs through digital services, including in the service sector (Farid and Faridha, 2017). One of the fields that has followed this development is the health sector. It aims to develop health services so that they are more accessible to the community. Various challenges encountered in the health care sector include the number of health facilities and personnel, geographical factors, time, and the problem that has occurred in recent years, namely the COVID-19 pandemic. Along with the development of technology, conventional media develops and shifts into new media or new media that affect various aspects of human life (Fardiah, et al., 2020). Therefore, the health sector also follows digital developments through telemedicine services. Telemedical services are health services through electronic communication facilities that can be used by the public from a distance apart or not face to face with health workers. Telemedicine services also utilize the latest information and communication technologies such as telephone, video calls, internet sites, and others. During the COVID- 19 pandemic in Indonesia, the change from face-to-face consultations to online reached 600% through the use of telemedicine applications, both developed by start-ups and hospitals (Alexandra, et al., 2021). There are more and more digital companies in the telemedicine field, examples of which include Halodoc, Alodokter, SehatQ, Good Doctor Technology Indonesia, DokterSehat, KlikDokter, ProSehat, Klinikgo, Aveecena, Link Medis Sehat, Docquity, and Abstract This study aims to analyze the effect of the Brand Asset Valuator on the decision to use the Halodoc application. The dimensions Brand Asset Valuator studied include differentiation, relevance, esteem, and knowledge. The dimensions of usage decisions studied included product choice, brand choice, dealer choice, purchase amount, purchase time, and payment method. This type of research is quantitative research using simple random sampling of 123 respondents. The questionnaire used for data collection has been tested for validity and reliability. Data analysis performed included descriptive analysis, classical assumption test, multiple linear analysis, F test, T test, and coefficient of determination. The results of the F test analysis show that the dimensions of differentiation, relevance, esteem, and knowledge together influence the decision to use the Halodoc application. The results of the T test analysis show that the dimensions of differentiation, relevance, esteem, and knowledge partially affect the decision to use the Halodoc application. Keywords brand asset valuator; decision to use; telemedicine; halodoc