Introduction: Patient loyalty is reflected in the intention to reuse healthcare services, resistance to competing providers, and willingness to recommend services to others. However, not all non-BPJS patients remain loyal to private hospitals. This study aimed to analyze a loyalty model among non-BPJS private hospital patients based on hospital brand awareness, self-belief, and emotional attachment. Methods: This analytical observational study employed a cross-sectional design. The independent variables were hospital brand awareness, self-belief, and emotional attachment, while patient loyalty was the dependent variable. The study was conducted among non-BPJS patients attending five private hospitals in Bangkalan Regency, Indonesia. A total of 300 patients aged ≥20 years who had previously utilized hospital services were recruited. Self-belief was measured using an adapted version of the General Self-Efficacy Scale (GSE), while emotional attachment was assessed using a modified Attachment Style Questionnaire (ASQ). Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Results: Hospital brand awareness had a significant direct effect on patient loyalty (β = 0.269). It also exerted an indirect effect through emotional attachment and self-belief (β = 0.181), resulting in a total effect of 0.450. Emotional attachment positively influenced loyalty both directly and indirectly through self-belief. Self-belief demonstrated the strongest direct effect on patient loyalty. Conclusion: Loyalty among non-BPJS patients in private hospitals is influenced by hospital brand awareness, emotional attachment, and self-belief. Strengthening patients’ emotional connection and confidence in healthcare services may enhance long-term loyalty beyond brand awareness alone.