Published: 2025-12-01

Analisis Pengaruh Kualitas Pelayanan dan Citra Merek Terhadap Kepuasan Pelanggan di Rumah Sakit Dewi Sri Karawang

DOI: 10.35870/jemsi.v11i6.5300

Hilman Ismaya, N. Neni Triana, Thomas Nadeak
  • Hilman Ismaya: Universitas Buana Perjuangan Karawang
  • N. Neni Triana: Universitas Buana Perjuangan Karawang
  • Thomas Nadeak: Universitas Buana Perjuangan Karawang
JEMSI Volume 11 Nomor 6 Desember 2025
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Abstract

This study aims to analyze the effect of service quality and brand image on patient satisfaction at Dewi Sri Hospital Karawang. This research used a quantitative method with data collected through questionnaires distributed to 111 outpatient respondents. The sampling technique used Slovin formula with a 5% margin of error. The data were analyzed using multiple linear regression. The results showed that service quality had a significant effect on patient satisfaction with a t-value of 6.484 (p < 0.001), while brand image also had a significant effect with a t-value of 2.573 (p = 0.011). Simultaneously, both variables influenced patient satisfaction with an F-value of 44.322 (p < 0.001) and an R² of 45.1%. These findings indicate that service quality is more dominant in influencing patient satisfaction than brand image. The study emphasizes the importance of improving service quality as the main strategy for hospitals to enhance patient satisfaction and loyalty.

Keywords

Service Quality; Brand Image; Customer Satisfaction; Hospital

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How to Cite

Ismaya, H., Triana, N. N., & Nadeak, T. (2025). Analisis Pengaruh Kualitas Pelayanan dan Citra Merek Terhadap Kepuasan Pelanggan di Rumah Sakit Dewi Sri Karawang. JEMSI (Jurnal Ekonomi, Manajemen, Dan Akuntansi), 11(6), 5645-5655. https://doi.org/10.35870/jemsi.v11i6.5300
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This article has been peer-reviewed and published in the JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi). The content is available under the terms of the Creative Commons Attribution 4.0 International License.

  • Issue: Vol. 11 No. 6 (2025)

  • Section: Articles

  • Published: 2025-12-01

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Author Biographies
Hilman Ismaya, Universitas Buana Perjuangan Karawang
Google Scholar ResearchGate ORCID

Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Buana Perjuangan Karawang.

N. Neni Triana, Universitas Buana Perjuangan Karawang
Google Scholar ResearchGate ORCID

Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Buana Perjuangan Karawang.

Thomas Nadeak, Universitas Buana Perjuangan Karawang
Google Scholar ResearchGate ORCID

Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Buana Perjuangan Karawang.

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