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All Journal Jurnal Manajemen, Akuntansi, Ekonomi
A Rohendi
Universitas Adhirajasa Reswara Sanjaya, Kota Bandung, Indonesia
Economics, Econometrics & Finance

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The Effect of Experiential Marketing and Satisfaction on Patient Loyalty (North Lombok Regional Hospital) Ahmad Haerul Umam; A Rohendi; Mira Veranita
Jurnal Manajemen, Akuntansi, Ekonomi Vol. 5 No. 1 (2026): Jurnal Manajemen, Akuntansi, Ekonomi (Mei)
Publisher : CV. Era Digital Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59066/jmae.v5i1.2246

Abstract

This study examines the effect of experiential marketing on patient loyalty at North Lombok Regional Hospital, with patient satisfaction as a mediating variable. The originality of this research lies in applying the experiential marketing framework within a public healthcare setting in a developing region, where studies are still limited. The objective is to analyze how experience-based marketing strategies influence patient satisfaction and loyalty. The study employs a quantitative analytical observational design with a cross-sectional approach, collecting data from patients treated in the hospital’s emergency department between May and July 2025. Data were analyzed using regression analysis to examine the relationships among variables. The empirical results reveal that experiential marketing has a positive and significant effect on both patient satisfaction and patient loyalty, with satisfaction serving as a mediating factor. These findings confirm that effective implementation of experiential marketing enhances patient satisfaction and builds long-term loyalty, which are critical to hospital competitiveness in the public healthcare sector. The practical implication of this study is that North Lombok Regional Hospital should develop and consistently apply experience-based service standards to strengthen patient retention and improve its public reputation.
Performance Evaluation of Simrs Utilization in Optimizing Patient Services at the PKU Muhammadiyah Clinic in Nort Lombok Andi Setiawan Tahang; A Rohendi; Yen Efawati
Jurnal Manajemen, Akuntansi, Ekonomi Vol. 4 No. 3 (2026): Jurnal Manajemen, Akuntansi, Ekonomi
Publisher : CV. Era Digital Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59066/jmae.v4i3.1996

Abstract

This study evaluated the utilization performance of the Hospital Management Information System (Sistem Informasi Manajemen Rumah Sakit/SIMRS) in optimizing outpatient and inpatient services at the PKU Muhammadiyah Clinic, North Lombok, Indonesia, and identified key constraints and improvement measures. A qualitative evaluative design was applied using direct observation, semi-structured interviews with ten informants (clinic staff and patients), and document analysis. Data were analyzed using an interactive qualitative analysis approach and credibility was strengthened through source and method triangulation. The findings indicate that SIMRS supports improved access to patient information, reduced administrative workload, and more convenient service procedures. However, optimization remains limited due to uneven user competence and digital literacy, insufficient training, outdated hardware, unstable internet connectivity, and incomplete system menus that require parallel manual processing. These constraints contribute to data inconsistencies, fragmented workflow integration, and challenges in insurance claim processes. Improving SIMRS performance requires integrated socio-technical interventions, including continuous capacity building, clearer user guidance and accountability for data entry, infrastructure upgrades, system refinement aligned with clinical workflows, and sustained organizational commitment.
Co-Authors Ahmad Haerul Umam Andi Setiawan Tahang Mira Veranita Yen Efawati