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The Influence of Hospital Image and Service Performance on Patient Revisit Intention at Medan City Hospital
Abstract
Penelitian ini dilatarbelakangi oleh penurunan minat pasien untuk kembali berobat yang tercermin dari kecenderungan masyarakat untuk mempertimbangkan layanan alternatif di luar negeri serta pergeseran preferensi terhadap fasilitas dengan reputasi yang lebih baik dan pengalaman layanan yang lebih memuaskan. Tujuan penelitian ini adalah untuk mengidentifikasi dan menganalisis pengaruh citra rumah sakit, yang meliputi reputasi institusi, identitas visual, dan persepsi nilai, serta kinerja layanan terhadap minat pasien untuk kembali berobat di rumah sakit swasta di Kota Medan. Metode penelitian menggunakan pendekatan kuantitatif dengan penyebaran kuesioner, di mana teknik pengambilan sampel dilakukan secara purposive sampling untuk memastikan keterlibatan responden yang relevan berdasarkan pengalaman berobat tanpa asuransi pemerintah. Data kemudian diolah dengan aplikasi SmartPLS melalui analisis jalur untuk menguji hubungan antar variabel. Hasil penelitian menunjukkan bahwa kedua variabel berpengaruh positif dan signifikan baik secara parsial maupun simultan terhadap minat pasien untuk kembali berobat. Implikasi penelitian ini menekankan pentingnya sinergi antara citra rumah sakit dan peningkatan kinerja sebagai langkah penting untuk memperkuat loyalitas pasien dan meningkatkan minat pasien untuk kembali berobat di rumah sakit swasta di Kota Medan.
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