<![CDATA[This study aimed to examine and analyze the mediating role of patient satisfaction on the effect of service quality and hospital image on patient loyalty at the Urology Center of a Type B private hospital. This study employed a quantitative research approach with a cross-sectional design. The sample consisted of 212 BPJS Health patients who received treatment at the Urology Center of a private hospital in West Jakarta. Participants were selected using a purposive sampling technique. Data were collected through a structured questionnaire and analyzed using the Partial Least Squares (PLS) method. The results revealed that excellent clinical service quality directly drives both satisfaction and loyalty. However, hospital image does not have a significant direct effect on patient loyalty. Instead, hospital image absolutely requires actual patient satisfaction to build long-term loyalty. In conclusion, for specialized medical services such as a Urology Center, a good reputation alone is not enough; it must be coupled with actual service satisfaction to ensure patients remain. Service quality and patient satisfaction significantly influence patient loyalty for specialized medical services such as a Urology Center. Although a strong reputation is vital, it remains insufficient unless reinforced by actual service satisfaction to ensure patients remain loyal. Penelitian ini bertujuan untuk menguji dan menganalisis peran mediasi kepuasan pasien pada pengaruh kualitas layanan dan citra rumah sakit terhadap loyalitas pasien di Urologi Center RS Swasta Tipe B. Penelitian ini bersifat kuantitatif dengan desain cross-sectional. Sebanyak 212 pasien BPJS Kesehatan yang berobat di layanan Urologi Center RS Swasta di Jakarta Barat diteliti dengan teknik purposive sampling. Instrumen penelitian menggunakan kuesioner dan data yang terkumpul dianalisis menggunakan metode Partial Least Squares (PLS-SEM). Kualitas layanan medis yang prima mampu mendorong kepuasan dan loyalitas secara langsung. Sebaliknya, citra rumah sakit terbukti tidak memiliki pengaruh langsung yang signifikan terhadap loyalitas pasien. Citra rumah sakit mutlak membutuhkan kepuasan pasien untuk dapat membentuk loyalitas jangka panjang. Kualitas layanan dan kepuasan pasien memiliki pengaruh terhadap loyalitas pada layanan spesialis, seperti Urologi Center. Citra rumah sakit yang baik tidak cukup untuk menumbuhkan loyalitas pasien jika tidak dibarengi dengan kepuasan pasien terhadap pelayanan rumah sakit.]]>
