The Influence of Brand Image and Marketing Mix on Inpatient Loyalty Through Patient Satisfaction as an Intervening Variable

Abstract

This study aimed to analyze the effects of brand image, marketing mix, and patient satisfaction on inpatient loyalty at Hospital X. A quantitative approach was employed involving 116 respondents, with data analyzed using path analysis. Descriptive analysis indicated that brand image, marketing mix, patient satisfaction, and patient loyalty were rated from good to very good. The results of the verification analysis showed that brand image significantly affected patient satisfaction, with a path coefficient of 0.585 and a t-value of 7.097, exceeding the t-table value of 1.981. Marketing mix also significantly affected patient satisfaction, with a path coefficient of 0.252, a t-value of 3.058, and a p-value of 0.003. Simultaneously, brand image and marketing mix significantly affected patient satisfaction, as indicated by an F-value of 89.156, exceeding the F-table value of 2.686, with a significance value of 0.000. Brand image significantly affected patient loyalty, with a coefficient of 0.412, a t-value of 6.254, and a p-value of 0.000. Marketing mix also significantly affected patient loyalty, with a coefficient of 0.379, a t-value of 4.977, and a p-value of 0.000. Patient satisfaction significantly affected patient loyalty, with a path coefficient of 0.183, a t-value of 2.529, and a p-value of 0.013. The Sobel test confirmed that patient satisfaction mediated the effects of brand image and marketing mix on patient loyalty, with p-values of 0.019 and 0.024, respectively.