<![CDATA[ABSTRAK Latar Belakang: Brand Image merupakan faktor penting yang mempengaruhi loyalitas pasien dalam pelayanan kesehatan. Dengan membangun citra merek yang kuat, organisasi pelayanan kesehatan dapat menumbuhkan kepuasan, menarik pasien baru, mempertahankan pasien yang sudah ada, dan memperkuat posisi mereka di pasar. Tujuan: Penelitian ini bertujuan untuk : (1) Menganalisis pengaruh langsung brand image terhadap kepuasan pasien umum. (2) Menganalisis pengaruh langsung brand image terhadap loyalitas pasien umum. (3) Menganalisis pengaruh langsung kepuasan terhadap loyalitas pasien umum. (4) Menganalisis pengaruh tidak langsung brand image terhadap loyalitas melalui kepuasan pasien umum poliklinik medical check up RSUD Daya Kota Makassar Tahun 2024. Metode: Jenis penelitian ini adalah penelitian kuantitatif menggunakan studi observasional analitik dengan rancangan cross sectional study. Populasi dalam penelitian ini sebanyak 114 responden dan sampel sebanyak 89 responden yang dipilih dengan metode accidental sampling. Data yang terkumpul dianalisis dengan menggunakan uji Pearson Chi - Square untuk bivariat dan uji Path Analysis dengan SEM-PLS untuk multivariat. Hasil: Hasil penelitian menunjukkan bahwa brand image berpengaruh langsung secara positif dan signifikan terhadap kepuasan pasien (ρ value 0,000<0,05), brand image tidak berpengaruh langsung terhadap loyalitas pasien (ρ value 0,387>0,05), kepuasan pasien berpengaruh langsung secara positif dan signifikan terhadap loyalitas pasien (ρ value 0,000< 0,05). Brand image berpengaruh tidak langsung secara positif dan signifikan terhadap loyalitas pasien melalui kepuasan pasien (ρ value 0,000 < 0,05). ABSTRACTBackground: The perception of a brand plays a pivotal role in influencing patient loyalty within the field of healthcare services. Through the development of a robust image, healthcare organizations are able to enhance patient satisfaction, draw in new clientele, maintain their current patient base, and reinforce their standing within the market. Objective: This research endeavors to: (1) examine the direct influence of brand image on overall patient satisfaction, (2) investigate the direct impact of brand image on overall patient loyalty, (3) assess the direct relationship between satisfaction and overall patient loyalty, and (4) explore the indirect effect of brand image on loyalty mediated by overall patient satisfaction at the Polyclinic Medical Check-Up of Daya General Hospital, Makassar in 2024. Method: This research is characterized by its quantitative nature, utilizing an analytical observational study design that adopts a cross-sectional approach. This study's population comprises 114 respondents, from which a sample of 89 individuals was chosen through accidental sampling techniques. The gathered data underwent examination through the Pearson Chi-Square test for bivariate analysis, alongside Path Analysis utilizing SEM-PLS for multivariate analysis ation of staffing. The data obtained are the number of employees and the level of education. Results: The findings demonstrated that brand image exerted a positive and significant direct influence on patient satisfaction (ρ value 0.000<0.05). Nevertheless, the brand image did not exert a direct influence on patient loyalty, as indicated by ρ value 0.387>0.05. The effect of patient satisfaction on patient loyalty was found to be both positive and statistically significant, with p value 0.000<0.05. Furthermore, the brand image exhibited a positive and significant indirect influence on patient loyalty, mediated by patient satisfaction (ρ value 0.000<0.05).]]>
