Pengaruh service quality dan brand image terhadap patient satisfaction dan revisit intention ke rumah sakit swasta tipe c di pulau Jawa

Syam, Putri J Pratiwi (2022) Pengaruh service quality dan brand image terhadap patient satisfaction dan revisit intention ke rumah sakit swasta tipe c di pulau Jawa. Masters thesis, Universitas Pelita Harapan.

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Abstract

Pertumbuhan jumlah rumah sakit yang pesat di Indonesia mengakibatkan persaingan yang ketat antar rumah sakit terutama di pulau Jawa sebagai pulau terpadat penduduknya di Indonesia. Rumah sakit swasta tipe C merupakan jenis rumah sakit dengan pertumbuhan lebih cepat dibandingkan dengan rumah sakit tipe lainnya. Rumah sakit harus mampu memberikan pelayanan kesehatan yang berkualitas bagi pasien. Kualitas pelayanan yang baik akan terjalin hubungan yang harmonis antara pemberi pelayanan dengan pasien demi terciptanya kepuasan pasien dan loyalitas pasien yang menguntungkan. Penelitian ini dilakukan untuk mengkaji lebih lanjut pengaruh kualitas pelayanan dan citra merek terhadap niat berkunjung kembali pasien ke rumah sakit swasta tipe C di pulau Jawa. Metode kuantitatif digunakan dalam penelitian ini dengan menggunakan 201 subjek yang dikumpulkan sebagai data primer yang didistribusikan melalui google form selama periode Februari-Mei 2022. Data yang terkumpul kemudian akan dianalisis menggunakan PLS-SEM untuk mengevaluasi korelasi antar faktor yang diamati. Niat berkunjung kembali menjadi variabel terikat yang dipengaruhi oleh variabel bebas yaitu reliability, assurance, tangible, empathy, dan responsiveness yang dikenal sebagai kualitas pelayanan (Service quality) dan citra merek, sedangkan kepuasan pasien menjadi variabel mediasi. Hasil penelitian menunjukan reliability dan assurance memiliki pengaruh paling kuat dan positif terhadap patient satisfaction dan revisit intention, diikuti dengan dimensi service quality lainnya yaitu tangible, empathy, dan responsiveness serta brand image yang juga memiliki pengaruh positif dan signifikan. / The rapid growth in the number of hospitals in Indonesia has resulted in intense competition between hospitals, especially on the island of Java, which is the most populous island in Indonesia. Type C private hospital is a type of hospital with faster growth compared to other types of hospitals. Hospitals must be able to provide quality health services for patients. Good service quality will establish a harmonious relationship between service providers and patients in order to create profitable patient satisfaction and patient loyalty. This research was conducted to further examine influence of service quality and brand image towards patient’s revisit intention to private hospitals in Indonesia. Quantitative method is used in this study by using 201 subjects gathered as primary data distributed through google forms over the period of February 2022-Maay 2022. Data collected will then be analysed using PLS-SEM to evaluate correlation between factors observed. Revisit intention is the dependent variable which is influenced by the independent variables namely reliability, assurance, tangible, empathy, and responsiveness which are known as service quality added with brand image, meanwhile patient satisfaction being mediating variables. The results showed that reliability and assurance had the strongest and most positive effect on patient satisfaction and revisit intention, followed by other service quality dimensions, namely tangible, empathy and responsiveness and brand image which also had a positive and significant effect

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