<![CDATA[The rapid progression of technology and information has revolutionized public awareness and decision-making in healthcare, leading people to become more discerning based on perceived competency and brand reputation rather than only on cost or proximity. This research examines the correlation between brand image and patient loyalty at Universitas Airlangga Hospital (RS UNAIR), a teaching hospital in Surabaya that has seen substantial development since its inception in 2018. Data were acquired using a cross-sectional observational approach using questionnaires provided to 80 outpatient visitors (general and BPJS patients) chosen via purposive selection. The independent variable, brand image, was evaluated by hospital choice, strength, and uniqueness, whilst the dependent variable, patient loyalty, was quantified by interest in repeat visits and the propensity to suggest the hospital. Statistical analysis included descriptive and correlation tests, with significance established at p < 0.05. The findings revealed that patients with over three years of visits reported a more robust brand image than fresher patients. The research revealed that, while a favorable brand image correlates with increased competitiveness, employee morale, and public trust, there is no statistically significant relationship between brand image and patient loyalty. The results indicate that while brand image affects the hospital's reputation, other variables may impact long-term patient loyalty.]]>
