Patient Loyalty in Private Hospitals Through Brand Awareness, Self-Belief, and Emotional Attachment

Haris, M.; Fitriah, F.; Noviana, U.

doi:10.58209/hehp.14.2.299

Patient Loyalty in Private Hospitals Through Brand Awareness, Self-Belief, and Emotional Attachment

Document Type : Descriptive & Survey

Authors

M. Haris ¹

F. Fitriah ²

U. Noviana ²

¹ Department of Magister Administration Health, Noor Huda Mustofa University, Bangkalan, Indonesia

² Department of Nursing, Noor Huda Mustofa University, Bangkalan, Indonesia

10.58209/hehp.14.2.299

Abstract

Aims: This study aimed to analyze a loyalty model among non-BPJS patients at private hospitals based on hospital brand awareness, self-belief, and emotional attachment.
Instrument & Methods: This cross-sectional analytical observational study was conducted among 300 non-BPJS patients aged ≥20 years who had previously used services at five private hospitals in Bangkalan Regency, Indonesia. Self-belief was measured using an adapted version of the General Self-Efficacy Scale, while emotional attachment was assessed using a modified Attachment Style Questionnaire. Data were analyzed using partial least squares structural equation modeling.
Findings: The participants had a mean age of 47.30±10.04 years; most were male (62.3%) and classified as chronic patients (55.0%). Hospital brand awareness significantly influenced emotional attachment (β=0.371; t=6.202) and patient loyalty (β =0.269; t=2.661), while emotional attachment significantly influenced self-belief (β=0.246; t=3.629) and patient loyalty (β=0.367; t=2.943). Hospital brand awareness had an indirect effect on patient loyalty of 0.181 and a total effect of 0.450, whereas emotional attachment had an indirect effect of 0.122 and a total effect of 0.489. Self-belief demonstrated the strongest direct effect on patient loyalty (β=0.498; t=3.535).
Conclusion: Loyalty among non-BPJS patients at private hospitals is influenced by hospital brand awareness, emotional attachment, and self-belief.

Keywords

Awareness

Hospitals

Patients

Indonesia

Subjects

Health Promotion Setting

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