Pengaruh Citra Rumah Sakit dan Kualitas Layanan terhadap Loyalitas Pasien melalui Kepuasan sebagai Variabel Intervening di Unit Rawat Jalan RSU Sawit Indah Perbaungan

Abstract

Hospitals are one of the important pillars in the health service system in Indonesia. Hospitals contribute significantly to the economy by providing employment for health workers and support staff, as well as through related industries such as pharmaceuticals and medical devices. On the other hand, hospitals, especially private hospitals, need patients as a source of funds for the sustainability of hospital operations such as nurse salaries, doctor salaries and the provision of hospital facilities. Therefore, the level of patient satisfaction and patient loyalty are the main goals that must be achieved by the Hospital. The purpose of this study was to determine and analyze the effect of hospital image and service quality on patient loyalty through satisfaction as an intervening variable in the outpatient unit of RSU Sawit Indah Perbaungan. This type of research is associative research and the data used is quantitative data. The population of this study was all patients of the Outpatient Unit of RSU Sawit Indah Perbaungan whose exact number was unknown. The technique for determining the number of samples used the Hair formula, namely all statements multiplied by 5 so that the number of samples was 140 patients. The data analysis used was Partial Least Square Structural Equation Modeling. The results of the study directly showed that hospital image had a positive and significant effect on satisfaction, service quality had a positive and significant effect on satisfaction, hospital image had a positive and significant effect on loyalty, service quality had a positive and significant effect on loyalty, and satisfaction had a positive and significant effect on loyalty. Indirectly, hospital image had a positive and significant effect on patient loyalty through satisfaction, as well as service quality had a positive and significant effect on patient loyalty through satisfaction.