<![CDATA[This study aims to analyze the influence of service innovation and clinic promotion on patient retention at Jehovah Rapha Clinic, Manado. Operational challenges, including limited facilities and a shortage of medical personnel, highlight the need for effective retention strategies. Employing a quantitative approach, the study utilized a survey method involving 81 respondents selected through stratified random sampling. Data were analyzed using multiple linear regression via SPSS software. The findings demonstrate that both service innovation and clinic promotion have a positive and significant impact on patient retention, both partially and simultaneously. These results confirm that for small-scale clinics, strengthening innovation in service quality and implementing experiential-based promotional programs are essential foundations for maintaining operational sustainability. This research provides strategic guidance for clinic management to improve competitiveness through data-driven marketing policies. However, the study is limited by its focus on a single unit of analysis (context-specific) and the use of cross-sectional perception data but also valid.]]>
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