Pengaruh Brand Image Terhadap Loyalitas Pasien Umum Rawat Jalan Di Rumah Sakit Umum Daerah Padangan Kabupaten Bojonegoro
Background One of the hospital's efforts to maintain patient visit numbers, improve financial performance and maintain hospital survival requires patient loyalty. Patient loyalty can be a problem for hospitals or other health services because the current development of hospitals is getting tighter. The success of the hospital in competing has one strategy, namely by maximizing brand image, because it can be a factor influencing the patient's decision to choose a hospital.
This study aims to analyze the effect of brand image on outpatient general patient loyalty at the Padangan Regional General Hospital, Bojonegoro Regency.
The design of this study uses a cross sectional approach. The sampling technique used is purposive sampling. The sample in this study were general outpatient patients with a total of 98 respondents. Data were processed using ordinal logistic regression analysis.
The results showed that the brand image owned by the Padangan Regional General Hospital was in the very good category of 57.1% and had a high level of loyalty of 70.4%. Also, there is an influence of brand image on the loyalty of general outpatient patients at the Padangan Regional General Hospital by 26.9%. Meanwhile, 73.1% is influenced by other factors that are not included in the testing of this study.
This study recommends that hospitals increase the number of specialist doctors and carry out marketing efforts through promotions and approaches to the public.
Keywords: Brand Image, Patient loyalty, Padangan Hospital