The Influence of E-Wom and Hospital Image on Patient Satisfaction and Loyalty at General Hospital Royal Prima Medan
Hospitals face the challenge of change by building marketing strategies through electronic word of mouth (E-WOM) and strengthening hospital image to increase public trust, which is expected to encourage the intention of reuse of health services. This study aims to analyze the effect of E-WOM and ho...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | Arabic |
| Published: |
Yayasan Pendidikan Islam dan Multikultural
2025-02-01
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| Series: | International Journal of Islamic Education, Research and Multiculturalism |
| Subjects: | |
| Online Access: | https://journal.yaspim.org/index.php/IJIERM/article/view/441 |
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| Summary: | Hospitals face the challenge of change by building marketing strategies through electronic word of mouth (E-WOM) and strengthening hospital image to increase public trust, which is expected to encourage the intention of reuse of health services. This study aims to analyze the effect of E-WOM and hospital image on patient satisfaction and loyalty in visits to RSU Royal Prima Medan. This study used a quantitative descriptive approach with a cross-sectional design. The study population was all patients of RSU Royal Prima Medan in 2023, totaling 8,001 patients. The research sample was taken using the Structural Equation Modeling (SEM) method as many as 200 patients. Data were analyzed using univariate, bivariate, and multivariate analysis. The results showed that the majority of respondents were male (62.5%), aged 35-49 years (35.5%), had a high school education (55%), and were not working (31.5%). The analysis shows the influence of E-WOM on patient satisfaction, the influence of hospital image on patient satisfaction, and the influence of E-WOM on patient loyalty. In addition, hospital image also affects patient loyalty. Simultaneously, E-WOM and hospital image affect patient satisfaction and loyalty. The most dominant variable affecting patient satisfaction and loyalty is hospital image.
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| ISSN: | 2656-3630 2722-7049 |