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Journal : Toplama

THE INFLUENCE OF RELATIONAL MARKETING AND EXPERIENTIAL MARKETING ON PATIENT LOYALTY WITH PSYCHOLOGICAL FACTORS AS A MODERATION VARIABLE IN OUTPATIENTS OF BHAKTI KARTINI HOSPITAL BEKASI Alawiyah, Tuti; Ramadhan, Yanuar
TOPLAMA Vol. 2 No. 3 (2025): TOPLAMA
Publisher : PT Altin Riset Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61397/tla.v2i3.378

Abstract

Patient loyalty is a major challenge for hospitals, including Bhakti Kartini Hospital Bekasi, which face intense competition in the health industry. This problem arises because there will be a decrease in the number of old and new patients in 2023. This is due to the lack of strong relationships between hospitals and patients, as well as inadequate patient experience. This research aims to analyze the influence of relationship marketing and experiential marketing on patient loyalty, with psychological factors as moderating variables. The research method used is quantitative with a cross-sectional study design. Data was collected from 170 outpatient respondents through a questionnaire consisting of questions related to relationship marketing, experiential marketing, psychological factors and patient loyalty. Data analysis was carried out using SEM-PLS. The research results show that relationship marketing, experiential marketing and psychological factors have a significant influence on patient loyalty both simultaneously and partially. In addition, psychological factors are proven to moderate the relationship between these two variables, thereby increasing the impact of relationship marketing and experiential marketing on patient loyalty. The implications of these findings demonstrate the importance for hospitals to develop communication systems and marketing strategies that focus on long-term relationships with patients and creating positive experiences. In this way, Bhakti Kartini Hospital can increase patient loyalty and strengthen its position in the health industry.
Co-Authors A.F., Safiani A.S., Barlia ACHMAD RIFAI Adiba, Rizqi Hasna Afiffah, Junita Nur Ahmad, Ardian Alamsyah, Naditha Ersa Auryn Andika, Dade Andika, Dede Andreas, Kresencia Yolanda Aqila Hanna Latifa Ar Rasit Arethusa, Dicky Andreas Arifin, M Rais Arihta Hosiana, Felicia Aritha, Teresia Sri Aritonang, Ramona Ariza, Dani Arnanda, Rifky Arya Artib, Shadiqy Arzeta, Davina Atthariq, Muhammad Audy Laura Gladisya Ayu Anggia, Bunga Budiani, Selsa Mahfuza Cahayani, Wike Astrid Camelia, Madya Caprina, Tiffany Carlo, Ronald Caroline, Stefany Damayanti, Alia Sri Daniel Daniel Danuri, Heri Danut, Yohana Darmatika, Winingtias Daulay, Agung P. Diva Syabila, Artana Dwi Anggraeni Dwi Septiani Edi Hamdi Endang Ruswanti Erick Ferdiawan, Erick Ernawati Ernawati Erry Yudhya Mulyani Erwan Baharudin Fajri , Fuad Faqieh Akbar, Muhamnad Faradila, Nazwa Hana Fauzan, Alfian Kurnia Fauzi, Alamin Felix Gunawan Fernandez, Azizah Firdaus, Yulitha Gaus, Muh Giovany, Kenny Gunawan, Wawan Iwan Gunawan, Yakub Harahap, Hanna Meyrani Hariyantob, Bryan Michael Haryanto Prakasa, Agris Hendra Kusuma, Helmy Hendrani, Ai Henry Arianto Heriyanti Heriyanti, Heriyanti Herman Prasetyo Hilmy, Mohamad Reza Hilmy, Mohammad Reza Hutabarat, Alexander Romulo Indah Permatasari, Lydia Irdan, Irdan Irianto, Hengky Prabowo Iryanto, Nadya Adella Isnaeni, Wirdatul Jarot, Haryanto Jaya, Saprilido Josephin Cornellius Jusat, Idrus K., Yosefin K.M., Novera Karimah, Armitha Lisanul Karnando, Joni Khayah, Bintaya Zahriati Komala, Sefrilia Sandra Kumala, Ratna Dewi Kurnianingsih, Nia Kusumapradja, Rokiah Laelani, Sofi Nur Eka April Laksono, Sherli Suci Lalenoh, Susan Laurent, Agnes Fanny Leasa, Merlisye Lisbeth, Nency M Safari, Jenjen M. Natsir Nugroho, M. Natsir Madjid, Suhirman Maharani, Novera K. Malika, Ghina Wafa Martin, Boyke Mawarda, Mei Iftita Mayshandi, Justin Melia Cahyanti, Ichtiar Metyasari, Dewi Monica Chandra Muallifah, Siti Muharom, Ahmad Muhonis, Daniel Ananda Mukti, Chitra Munawaroh, Faridatul Nadia, Ananta Arta Natsir Nugroho, Muhammad Nazruddin Safaat H Nofierni, Nofierni Nur Haristi, Alifia Nurhaliza, Novia Dewi Siti Nusa Bangsa, Ikrar Octaviani Lubis, Rima Oktavia, Sella Ona Delang, Teresa Parlin, Kristina Pauru', Wilson Permatasari, Wan Variani Prakoso, Daniel Satrio Pribadi D, Yanuar Pricilla, Olivia Purwantoro, Aletha Kevina Putri Putra, Jusintri Putra, M Diarama Kurnia Putri R, Septy Putri, Chesterita Putri, Mulia Rachmiaty Putri, Mutiara Ramadhona Qamar, Syam Sawal Rahmadiani, Ulfa Siti Rahman, Fadillah Aditya Ramadhaningsih, Devi Ramdani, Novi Afriyani Ramzy, Wahyu Restuningsih, Cita Ridhovan, Andreanov Rismayani, Maya Rodiah, Sinten Wanti Rosadi, Rizky Meydina Viersha Rosdiana Rosdiana Rosianwar, Ajeng Kusuma Roviuddin, Roviuddin Sabrina , Salya Widya Samuel, Binsar Sandrawati, Agnes Sandy Sandy Saptaningsih, Agusdini Banun Saptari, Dhany Sarumaha, Lutgardis H. Y. Sihalolo, S. Wolker Sinaga, Emma Siswanti Sulim, Dewi Sopianti, Yusi Stevu Denito, Steven Subagyo, Imam Suherman, Ruben Sulistiawati Sulistiawati Sunardi, Adisty Aulia Kamarani Sunardi, Dadi Sunjaya, Robi Susetiawan, Teguh Swandana, Yanuar Ajie Syalsha Aisya Fasha Syukriati, Selviana Talaohu, Alma P. Tambunan, Nessa Agustina Tantri Yanuar Rahmat Syah TEGUH PRAYITNO Tjandra, Clarissa Toruan, Melfa Lamria B. L. Tuti Alawiyah Vega, Shanro Mayra Vicky Firmansyah, Muhammad Wahono, Agung Tri Wahyuni Dian Purwati Widiawati, Lenny Widy Maulana Iqbal Widyanto, Ilham Aditya Wijaya, Silvie Adistiana Wijaya, Suryanto Wongso, Stevanus Bram Mario Wulandari , Gustina Yani Ariwibowo Yasin, Fahri Hananto Yasmina Amalia, Yasmina Yudhantara, Dearisa Surya Yulita, Wita Yusnaini Yusnaini Zega, Yosua ‘Aisy, Nabilah Rohadatul