The Influence of Quality of Service and Hospital Image on Patient Loyalty with Satisfaction Patients as Intervening Variables (Case Study of Sri Ratu Hospital Medan)

Abstract

Basically, having a healthy body is everyone's dream, because with a healthy body, life activities can run effectively. Health is also a very important need for every individual because it is valuable and expensive. One of the efforts to improve health is to choose the health service facilities that are used. Sri Ratu Hospital is one of the oldest private hospitals with class D type in Medan which has an active status and has been established for 35 years. Inpatient services are the main concern of hospital management because the number of inpatients is more than other treatments. The purpose of this study was to analyze the effect of service quality and hospital image through patient satisfaction on patient loyalty at Sri Ratu Hospital. This type of research is an associative study and the population in this study were all inpatients at Sri Ratu Hospital from 2019 to 2021, namely 1,523 patients, with a total sample of 317 patients. The sampling method used is purposive sampling. Data analysis was carried out through PLS-SEM using the SmartPLS program. The results showed that the direct quality of service, hospital image and satisfaction had a positive and significant effect on patient loyalty at Sri Ratu Hospital Medan. then indirectly service quality has a positive and significant effect on patient loyalty through hospital image and hospital image through hospital image has a positive and significant effect on patient loyalty at Sri Ratu Hospital Medan. Keywords: Service Quality, Hospital Image, Patient Satisfaction, Patient Loyalty