Hubungan Brand Image dengan Minat Kunjungan Ulang Pasien di Instalasi Rawat Jalan Rumah Sakit Swasta X di Surakarta
DOI:
https://doi.org/10.71417/galen.v2i2.240Keywords:
brand image, minat kunjungan ulang, pasien rawat jalan, rumah sakit, loyalitas pasienAbstract
Persaingan yang semakin ketat antar rumah sakit menuntut setiap institusi pelayanan kesehatan untuk membangun brand image yang positif guna meningkatkan loyalitas pasien, salah satunya melalui peningkatan minat kunjungan ulang. Meskipun Rumah Sakit Swasta X di Surakarta memiliki berbagai layanan unggulan, data kunjungan rawat jalan menunjukkan adanya penurunan jumlah kunjungan sehingga diperlukan kajian mengenai hubungan brand image dengan minat kunjungan ulang pasien. Penelitian ini bertujuan untuk menganalisis hubungan brand image dengan minat kunjungan ulang pasien di Instalasi Rawat Jalan Rumah Sakit Swasta X di Surakarta. Penelitian menggunakan desain kuantitatif analitik korelasional dengan pendekatan cross-sectional. Sampel penelitian berjumlah 100 pasien umum rawat jalan yang dipilih menggunakan teknik purposive sampling. Pengumpulan data dilakukan menggunakan kuesioner yang telah dinyatakan valid dan reliabel, kemudian dianalisis secara univariat dan bivariat menggunakan uji korelasi Rank Spearman. Hasil penelitian menunjukkan bahwa brand image rumah sakit berada pada kategori sangat baik sebesar 61%, sedangkan minat kunjungan ulang berada pada kategori sangat tinggi sebesar 57%. Analisis bivariat menunjukkan terdapat hubungan yang signifikan antara brand image dengan minat kunjungan ulang pasien (p=0,001) dengan koefisien korelasi sebesar 0,463 yang menunjukkan hubungan positif dengan kekuatan sedang. Semakin baik brand image rumah sakit, semakin tinggi minat pasien untuk melakukan kunjungan ulang. Oleh karena itu, rumah sakit perlu mempertahankan dan meningkatkan brand image, terutama melalui peningkatan profesionalisme tenaga kesehatan, kualitas pelayanan, dan pengalaman pasien, sebagai upaya memperkuat loyalitas pasien serta meningkatkan kunjungan ulang.
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Copyright (c) 2026 Nadela Putri Rahmawati, Hesty Latifa Noor, Agus Trijono (Author)
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