A LOYALTY MODEL FOR PRIVATE HOSPITAL NON-BPJS HEALTHCARE USERS USING HOSPITAL BRAND AWARENESS, SELF-BELIEF, AND EMOTIONAL ATTACHMENT
Mustofa Haris1, Fitriah2, Ulva Noviana3

UNIVERSITAS NOOR HUDA MUSTOFA

Abstract

Signs of loyalty can be recognized by patients^ desire to reuse services, resistance to offers from alternative providers, and willingness to recommend the institution to others. Not all patients who have used private hospital services with non-BPJS financing are loyal. This study aims to analyze the Loyalty Model of Non-BPJS Private Hospital Service Users using Hospital Brand Awareness, Self-Belief, and Emotional Attachment. The research design was observational and analytical, using a cross-sectional approach. The independent variables were hospital brand awareness, self-belief, and self-attachment, with the dependent variable being patient loyalty. Patients using non-BPJS services in all private hospitals in Bangkalan Regency, totaling five hospitals, with a sample size of 300 people. The inclusion criteria were patients aged 20 years and above who had used hospital services using either BPJS or public facilities. Self-belief data collection used a questionnaire modified from the GSE (General Self-Efficacy Scale). The self-attachment questionnaire was modified from the Attachment Style Questionnaire (ASQ): partial Least Squares (PLS) inferential analysis data, a form of component-based SEM. The results indicate that Hospital Brand Awareness (HBA) significantly and positively influences patient loyalty directly, amounting to 0.269. The total indirect effect of HBA on loyalty is 0.181, and the overall influence of HBA on patient loyalty reaches 0.450. Therefore, the indirect effect of HBA on individual loyalty through the variables of Emotional Attachment (EA) and Self-Belief (SB) is also very significant. Non-BPJS patients^ loyalty to private hospitals is influenced by brand awareness (HBA) and depends heavily on the patient^s emotional attachment and self-confidence, directly and indirectly.

Keywords: PleasLoyalty, Non-BPJS, Brand Awareness, Self-Belief, Attachmente Just Try to Submit This Sample Abstract

Topic: Public Health Sciences