<![CDATA[This study investigates the effects of promotion and word of mouth on patient loyalty, with patient satisfaction as a mediating variable, at RS Tk. III Dr. R. Soeharsono Banjarmasin. Patient loyalty is a critical indicator of healthcare service sustainability; however, existing literature reveals inconsistent findings regarding the direct influence of promotional activities and interpersonal communication channels on loyalty. This research employs a quantitative approach using a survey method. A total of 383 patients were selected as respondents using the Krejcie and Morgan sampling formula. Data were collected through a structured Likert-scale questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0. Results confirm that both promotion and word of mouth exert significant positive effects on patient loyalty and patient satisfaction. Patient satisfaction significantly influences patient loyalty. Furthermore, patient satisfaction partially mediates the relationships between promotion and patient loyalty and between word of mouth and patient loyalty. These findings indicate that enhancing promotional effectiveness and nurturing positive word of mouth, combined with delivering satisfying healthcare experiences, are essential strategies for sustaining patient loyalty in government hospitals.]]>
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