Analisis Pengaruh Kualitas Pelayanan dan Citra Merek Terhadap Kepuasan Pelanggan di Rumah Sakit Dewi Sri Karawang
DOI:
https://doi.org/10.35870/jemsi.v11i6.5300Keywords:
Service Quality, Brand Image, Customer Satisfaction, HospitalAbstract
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.
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