Pengaruh Mutu Pelayanan dan Citra Rumah Sakit terhadap Loyalitas Pasien dengan Kepuasan Pasien sebagai Variabel Intervening (Studi Kasus Rumah Sakit Sri Ratu Medan)

Abstract

One of the efforts to improve health is to choose the health service facilities. Sri Ratu Hospital is one of the oldest private hospitals with type D class in Medan and an active status and has been established for 35 years. Inpatient service is one of the type of services in a hospital that can be favored in order to achieve the hospital's goals. Inpatient service is the main concern for hospital management because the number of inpatients is bigger than the patients in other treatments. The objective of this research is to analyze effects of service quality and hospital image through patient satisfaction on patient loyalty at Sri Ratu Hospital. This is an associative research type and the population of the research is all inpatients at Sri Ratu Hospital.from 2019 to 2021, namely 1,523 patients, with a total sample of 317 patients. Purposive sampling is employed as the sampling method. The data are analyzed through PLS-SEM using the SmartPLS program. The results show that service quality, hospital image and patient satisfaction directly have positive and significant effects on patient loyalty at Sri Ratu Hospital Medan. Furthermore, indirectly, service quality has a positive and significant effect on patient loyalty through patient satisfaction, and hospital image has a positive and significant effect on patient loyalty through patient satisfaction at Sri Ratu Hospital Medan. Keywords: service quality, hospital image, patient satisfaction, patient loyalty