STRATEGI BRANDING RUMAH SAKIT DAN DAMPAKNYA TERHADAP KEPERCAYAAN DAN KEPUASAN PASIEN: SUATU ANALISIS KUANTITATIF

Bima Subiakto Rahmani (Universitas Pelita Harapan)
Syifa Ratnaya Safina (Universitas Pelita Harapan)
Innocentius Bernarto (Universitas Pelita Harapan)

MANAJEMEN DEWANTARA
Vol 10 No 1 (2026): MANAJEMEN DEWANTARA

Objectives: To examine the influence of hospital branding strategy on patient trust and satisfaction in modern healthcare services. Methods: The study analyzes relationships between hospital branding, patient trust, and satisfaction; methodological details are unspecified. Research Gap/Novelty: Positions hospital branding as a reputation-building strategy integrating service quality, professional credibility, and patient experience. Results: Hospital branding positively and significantly influenced patient trust and satisfaction. Effective communication, medical professionalism, and consistent service quality strengthened hospital reputation. Conclusion: Strategic hospital branding enhances patient trust, satisfaction, and long-term institutional competitiveness.