The Mediating Role of Patient Satisfaction: The Influence of Trust and Brand Image on Patient Loyalty
Keywords:
trust, brand image, patient satisfaction, patient loyaltyAbstract
Hospitals as health service providers must adapt to the changing market dynamics and compete between government and private hospitals whose numbers are always increasing in the Jember Region. This competition is greatly influenced by technological advances, increasing public awareness of the importance of health and the quality of medical services and regulatory changes. This study aims to test and analyze the effect of trust and brand image on patient loyalty with patient satisfaction as an intervening variable at Level III Baladhika Husada Hospital, Jember . The population in this study were all outpatients from Level III Baladhika Husada Hospital, Jember, recorded in August 2024, namely 226 people. Sampling was carried out using purposive sampling. Data analysis and structural equation modeling using Warp PLS 7.0 software. The results of the study prove that trust and brand image have a positive and significant effect on patient satisfaction at Level III Baladhika Husada Hospital, Jember. Trust and brand image have a positive and significant effect on loyalty to patients at Level III Baladhika Husada Hospital, Jember. Patient satisfaction has a positive and significant effect on loyalty to patients at Level III Baladhika Husada Hospital, Jember. III Baladhika Husada Jember. Brand trust has a positive but insignificant effect on loyalty through patient satisfaction in Level III Baladhika Husada Jember Hospital. Brand Image has a positive and significant effect on loyalty through patient satisfaction in Level III Baladhika Husada Jember Hospital.
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