THE INFLUENCE OF HOSPITAL BRAND IMAGE AND SERVICE

QUALITY TO THE CUSTOMER LOYALTY THROUGH CUSTOMER

SATISFACTION
(Study of Inpatients in Dr. Slamet Garut Hospital in 2018)
By
Zaini Abdillah
NIM : 4122516210285

ABSTRACT

This study aims to find out (1) how the image of RSUD Dr.Slamet Garut, (2)
how is the quality of services at the dr. Slamet Garut Hospital, (3) how is the
satisfaction of patients in dr. Slamet Garut Hospital, (4) how is the loyalty of
patients at dr. Slamet Garut Hospital, (5) the influence of hospital image and
service quality on patient satisfaction both simultaneously and partially, (6) the
influence of hospital image and service quality on patient loyalty both
simultaneously and partially, (7) how does patient satisfaction influence loyalty
patient.
This research is categorized as survey research, where the instrument of
this research is a questionnaire. The population in this study were inpatients at
the dr. Slamet Garut Hospital. A sample of 89 people was determined by an
iterative technique. The validity test used is confirmatory factor analysis while the
reliability test uses alpha cronbach. The analysis technique used is path analysis
using the SPSS version.24 program.
The results of the study found that: (1) the image of dr. Slamet Garut
Hospital is high, (2) the quality of services at dr. Slamet Garut Hospital is high,
(3) patient satisfaction with the services of dr. Slamet Garut Hospital is high, (4)
patient loyalty to dr. Slamet Garut Hospital is high, (5) hospital image and
service quality have a significant effect on patient satisfaction, this is indicated by
the significant value for the image variable is 0.001 <0.05 and the variable value
of service quality is 0,000 <0.05, (6 ) hospital image and service quality
significantly influence patient loyalty, it is seen from the significance value for the
image variable is 0.026 <0.05, and the significance value for the service quality
variable is 0.043 <0.05, (7) influential patient satisfaction significant to patient
loyalty, this is seen from the significance value for the variable patient
satisfaction is 0,000 <0,05.

Keywords: Hospital Image, Patient Satisfaction, Service Quality, Patient Loyalty