<![CDATA[This study aims to analyze the influence of doctor communication and patient trust on the perceived value of healthcare services, with brand healthcare facilities as a mediating variable, and to test the interaction effect between these variables. The research method used is a quantitative approach with the Partial Least Squares Structural Equation Modeling (PLS-SEM) analysis technique processed using SmartPLS software. Data collection was carried out by distributing online questionnaires to patients who had used healthcare services, with a total of 194 respondents obtained through purposive sampling techniques. The results of the study indicate that doctor communication and patient trust have a significant influence on brand healthcare facilities. Furthermore, brand healthcare facilities significantly influence perceived value. In addition, it was found that the interaction between doctor communication and brand healthcare facilities, as well as patient trust and brand healthcare facilities, also contributed significantly to increasing perceived value. These findings reinforce the importance of interpersonal communication and trust in shaping the perception of value towards healthcare services, and emphasize the strategic role of the service institution brand as an important bridge in the patient experience.]]>
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