<![CDATA[Outpatients at the Merial Tower of Pelni Hospital exhibit relatively high satisfaction levels; however, preliminary studies indicate that patient brand loyalty remains suboptimal. This study aims to analyze the influence of servicescape and word-of-mouth on brand loyalty, with patient experience serving as a mediating variable among outpatients at the Merial Tower of Pelni Hospital. A quantitative causal research design was employed, utilizing Structural Equation Modeling–Partial Least Squares (SEM-PLS) analysis via SmartPLS 4.0. The study population consisted of 882 outpatients and general patients visiting between February and April 2026. A sample of 92 respondents was determined using Slovin's formula with a 10% margin of error. Data collection utilized a 1–4 Likert scale. The results indicate that servicescape does not directly influence brand loyalty, whereas word-of-mouth has a positive and significant effect on brand loyalty. Patient experience also has a positive and significant impact on brand loyalty. Furthermore, both servicescape and word-of-mouth positively and significantly influence patient experience. Patient experience mediates the effect of servicescape on brand loyalty but does not mediate the effect of word-of-mouth on brand loyalty. The findings suggest that patient experience is a crucial mechanism for translating the quality of the physical environment into patient loyalty, while word-of-mouth exerts a more dominant direct influence on brand loyalty.]]>
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