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All Journal Corona: Jurnal Ilmu Kesehatan Umum, Psikolog, Keperawatan dan Kebidanan
Maharani Ahyunasaka
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Health Professions Nursing Public Health

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Pengaruh Citra Merek terhadap Kepuasan Pasien di Instalasi Rawat Jalan Rumah Sakit Umum Asy Syifa Sambi Boyolali Maharani Ahyunasaka; Anton Susanto; Hesty Latifa Noor
Corona: Jurnal Ilmu Kesehatan Umum, Psikolog, Keperawatan dan Kebidanan Vol. 3 No. 3 (2025): September : Corona: Jurnal Ilmu Kesehatan Umum, Psikolog, Keperawatan dan Kebid
Publisher : Asosiasi Riset Ilmu Kesehatan Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/corona.v3i3.1696

Abstract

The increase in the number of patient visits at Asy Syifa Sambi General Hospital was not accompanied by an increase in patient satisfaction. In fact, patient satisfaction actually decreased slightly, although it was still within the ideal category. This condition raises questions regarding the role of hospital image in influencing patient satisfaction. This study aims to determine the effect of brand image on patient satisfaction in the outpatient installation of Asy Syifa Sambi General Hospital, Boyolali. The type of research used was quantitative with a non-experimental design (analytical survey) and a cross-sectional approach. The number of samples in this study was 100 respondents obtained by non-probability sampling technique using the accidental sampling method. Data analysis was carried out through simple linear regression analysis. The results of the univariate analysis showed that the brand image variable was categorized as "Very Good" by 78% of respondents, while 64% of respondents categorized the level of patient satisfaction in the "Very Satisfied" category. In the bivariate analysis with a simple linear regression test, the t-value was 11.106, which was greater than the t-table of 1.984 with a significance level of 0.00 <0.05. These results indicate that brand image has a significant impact on patient satisfaction. Based on these findings, hospitals are advised to continue enhancing their brand image by improving service quality, enhancing the competence of healthcare personnel, and optimizing available facilities. These efforts are expected to maintain and increase patient satisfaction levels. Future research should include other variables, such as service quality, trust, or patient loyalty, to obtain more comprehensive results regarding the factors influencing patient satisfaction.
Co-Authors ANTON SUSANTO Hesty Latifa Noor