analisis pengaruh brand image dan service quality terhadap customer satisfaction dan customer loyalty dimediasi oleh customer trust dan customer satisfaction pada pasien rumah sakit Siloam Lippo Village

Kantoni, Januar (2024) analisis pengaruh brand image dan service quality terhadap customer satisfaction dan customer loyalty dimediasi oleh customer trust dan customer satisfaction pada pasien rumah sakit Siloam Lippo Village. Masters thesis, Universitas Pelita Harapan.

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Abstract

Pada tahun 2022 Rumah Sakit Siloam Lippo Village mengalami penurunan angka kedatangan pasien, di mana dengan citra merek dan kualitas pelayanan seharusnya dapat mendorong peningkatan jumlah pasien. Tujuan penenlitian untuk menganalisis pengaruh brand image dan service quality terhadap customer satisfaction dan customer loyalty yang dimediasi melalui customer trust dengan pendekatan cross sectional study pada 190 orang yang pernah melakukan pengobatan di Rumah Sakit Siloam Lippo Village. Penelitian ini menggunakan teknik multivariat, dengan metode analisis PLS-SEM menggunakan aplikasi SmartPLS versi 3.2.9. Hasil penelitian menunjukkan bahwa brand image dan service quality berpengaruh positif dan signifikan terhadap customer satisfaction, brand image dan customer trust berpengaruh posisif namun tidak mempengaruhi customer loyalty secara signifikan. Service quality dan customer satisfaction berpengaruh positif dan signifikan terhadap customer loyalty, customer satisfaction berpengaruh positif namun tidak memiliki pengaruh signifikan terhadap customer loyalty yang dimediasi oleh customer trust. Brand image dan service quality berpengaruh positif dan signifikan terhadap customer loyalty yang dimediasi customer trust. Implikasi penelitian ini dapat membantu Rumah Sakit Siloam Lippo Village dalam menyusun strategi pemasaran yang digunakan untuk meningkatkan kepuasan dan loyalitas pasien. / In 2022, Siloam Lippo Village Hospital experienced a decline in patient visits, despite the expectation that its brand image and service quality would drive an increase in patient numbers. The research aimed to analyze the influence of brand image and service quality on customer satisfaction and customer loyalty, mediated by customer trust, using a cross-sectional study approach involving 190 individuals who had undergone treatment at Siloam Lippo Village Hospital. The study employed multivariate techniques and utilized the Partial Least Squares-Structural Equation Modeling (PLS-SEM) method through SmartPLS version 3.2.9. The findings indicated that brand image and service quality significantly and positively influenced customer satisfaction. However, brand image and customer trust had a positive but nonsignificant impact on customer loyalty. Service quality and customer satisfaction significantly and positively influenced customer loyalty, with customer satisfaction having a positive but nonsignificant effect on loyalty when mediated by customer trust. Brand image and service quality had a significant positive impact on customer loyalty when mediated by customer trust. The implications of this research can assist Siloam Lippo Village Hospital in formulating marketing strategies to enhance patient satisfaction and loyalty.

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