The Effect of Brand Image and Patient Satisfaction on Patient Loyalty in Outstanding Installations Dr. Tadjuddin Chalid Makassar

Abstract

Customer loyalty is a customer's commitment to a brand, product or service based on a positive attitude that is reflected in consistent repeat purchases. This study aims to analyze the effect of Brand Image and patient satisfaction on the loyalty of outpatients at Dr. RSUP. Tadjuddin Chalid Makassar. This type of research is a quantitative research using an observational study with a cross sectional study design. The sample in this study were outpatients at Dr. Tadjuddin Chalid Makassar, totaling 170 respondents. The results showed that there was a direct influence of Brand Image on patient satisfaction, direct influence of Brand Image on patient loyalty, direct influence of satisfaction on patient loyalty and direct and indirect influence of brand image on patient loyalty through patient satisfaction in the outpatient installation at Dr. RSUP. Tadjuddin Chalid Makassar. It is recommended to the hospital management to be able to use various media to carry out promotions in order to further expand information about the big name and logo of the hospital so that it is more widely known, implement and make policies and review things that are still lacking, especially making improvements by adding equipment. and maintain the hospital's physical facilities