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All Journal Alignment: Journal of Administration and Educational Management Jurnal Penelitian IPTEKS JURNAL MANAJEMEN DAN BISNIS INDONESIA Jurnal Sains Manajemen dan Bisnis Indonesia BUDGETING : Journal of Business, Management and Accounting Jurnal Mahasiswa Manajemen International Journal of Education Management and Religion Proceeding of International Conference on Social Science and Humanity Journal of Accounting, Finance, Taxation, and Auditing (JAFTA)
Toni Herlambang
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Religion Agriculture, Biological Sciences & Forestry Humanities Earth & Planetary Sciences Economics, Econometrics & Finance Education Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Mechanical Engineering Public Health Social Sciences Other

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Journal : Alignment: Journal of Administration and Educational Management

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Pengaruh Customer Relationship Management dan Brand Image terhadap Kepuasan Pasien Rawat Jalan dengan Keputusan Berkunjung sebagai Variabel Intervening pada Instalasi Rawat Jalan Klinik Khadijah PKU Muhammadiyah Muncar Kurniawati, Indah; Ni Nyoman Putu Martini; Toni Herlambang
Journal Of Administration and Educational Management (ALIGNMENT) Vol. 9 No. 2 (2026): Journal Of Administration and Educational Management (ALIGNMENT)
Publisher : Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/xe2xam36

Abstract

This study aims to analyze the influence of Customer Relationship Management (CRM) and Brand Image on outpatient satisfaction, as well as their indirect influence on the decision to visit through patient satisfaction as an intervening variable at the Khadijah PKU Muhammadiyah Muncar Outpatient Clinic. The research method used was quantitative with an explanatory research approach, involving 100 outpatients as a sample through accidental sampling. Data analysis was performed using Structural Equation Modeling based on Partial Least Squares (SEM-PLS). The results show that CRM and Brand Image have a positive and significant influence on patient satisfaction, with CRM having a more dominant influence; meanwhile, the influence of CRM and Brand Image on the decision to visit occurs indirectly through patient satisfaction as a full intervening variable. In conclusion, improving the quality of CRM and Brand Image will increase patient satisfaction, which in turn encourages patients' decisions to revisit the clinic.   Keywords: Customer Relationship Management, Brand Image, Patient Satisfaction
Co-Authors 1Siti Aminah Abadi Sanosra Ahmad Rido'i Yuda Prayogi Anggela Eka Anggraeni Eka Anggraeni Ayu Siti Munawaroh Dian Kusuma Wardani DWI CAHYONO Dwi Cahyono Cahyono Eko Budi Satoto Enggarwati, Rumi Feti Fatimah Haris Hermawan Hisyam Zaini Indah Kurniawati Ni Nyoman Putu Martini Ni Nyoman Putu Martini Nur Sabilillah Ayuningtias Nursaidah Nursaidah Nurul Qomariah Purwaningsih Purwaningsih Retno Endah Supeni Supriyanto, Hamid Dwi Suryani, Yulita Erma Tatit Diansari Reskiputri Thamrin, Mohammad Trisafe Lukman Candra Vina Riza Nurillah Windarti, Aprilia