ANALISIS PENGARUH PRODUCT DAN PRICE TERHADAP LOYALITAS PASIEN MEDICAL CHECK UP MELALUI KUALITAS PELAYANAN SEBAGAI VARIABEL MEDIASI (STUDI PADA PASIEN MEDICAL CHECK UP DI BHINA MIGAS MEDICAL CENTER CEPU BLORA)

Primiyanti Candra Kusumawati (Universitas Widya Gama Malang)
Muryati Muryati (Universitas Widya Gama Malang)
Adya Hermawati (Universitas Widya Gama Malang)
Ari Damayanti (STIKES Widyagama Husada Malang)
Aji Suraji (Universitas Widya Gama Malang)

MANAJEMEN DEWANTARA
Vol 10 No 3 (2026): MANAJEMEN DEWANTARA

This study aimed to analyze the influence of product and price on patient loyalty through service quality as a mediating variable in Medical Check-Up (MCU) services at Bhina Migas Medical Center, Cepu, Blora. This research employed a quantitative approach with an explanatory research design. A total of 170 respondents were selected using a purposive sampling technique. Data were collected through questionnaires using a five-point Likert scale and analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0 software. The results revealed that product and price had a positive and significant effect on service quality and patient loyalty. Furthermore, service quality had a positive and significant effect on patient loyalty and was proven to mediate the relationship between product and patient loyalty, as well as between price and patient loyalty. The descriptive analysis also indicated that all research variables were categorized as very high. This study concludes that improving product quality, implementing appropriate pricing strategies, and delivering excellent service quality are essential factors in enhancing patient loyalty to Medical Check-Up services. Therefore, Bhina Migas Medical Center is expected to continuously innovate its services and improve service quality to maintain and strengthen patient loyalty.