PENGARUH PERSEPSI PELAYANAN DAN CITRA RUMAH SAKIT TERHADAP KEPUASAN DAN LOYALITAS PASIEN (STUDI PADA PELAYANAN PASIEN RUMAH SAKIT UMUM ISLAM KLATEN)

This study aims to research the effect of service perception and hospital image on patient satisfaction and loyalty to patient services at RSUI Klaten. The subjects on this study were patients who had been treated at Klaten Islamic General Hospital. This research used 167 respondents as a sample determined using nonprobability sampling technique with purposive sampling method and distributing questionnaires to respondents using Google forms and manual closed questionnaire types. The analytical tool used is Structural Equation Modeling (SEM) using the AMOS 22 application program. Based at the analysis, it shows that (1) service quality has a positive and significant effect on patient satisfaction and patient loyalty, (2) hospital image has a positive and significant effect on patient satisfaction and patient loyalty, and (3) patient satisfaction has a positive effect. and significant impact on patient loyalty. other results of this study are (4) service quality variables and hospital image are able to mediate the relationship between patient satisfaction and patient loyalty.