E-ISSN 0976-2833 | ISSN 0975-3583
 

Research Article 


The Influence of Brand Image, Marketing Mix and Satisfaction Towards Loyalty of General Patients at Stella Maris Hospital, Makassar

Mene Paradilla, Alimin Maidin 1, Irwandy, Fridawaty Rivai, Indahwaty Sidin, Syamsuddin.

Abstract
Loyalty is one of the keys to success in winning today's business competition. Loyal customers can
indirectly help promote services to those closest to them. This study aims to analyze the effect of brand
image, marketing mix and satisfaction on general patient loyalty at Stella Maris Hospital Makassar.
This type of research is a quantitative study using an observational study with a cross sectional study
design. The sample in this study were nurses in the outpatient installation of Stella Maris Hospital
Makassar, totaling 187 respondents. The results showed that there was a brand image, marketing mix
had a direct effect on patient loyalty, brand image and marketing mix had no effect on loyalty through
satisfaction. It is recommended that the hospital management design various strategies for marketing
the existing health services at the hospital, pay attention to patient waiting times because the average
patient complains about the waiting time for doctors who are often late arriving, pay attention to
various health brands or services such as superior products. so that it becomes a differentiator between
the health services offered by other hospitals.

Key words: brand image, marketing mix, satisfaction, patient loyalty, hospital


 
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How to Cite this Article
Pubmed Style

Mene Paradilla, Alimin Maidin , Irwandy , Fridawaty Rivai , Indahwaty Sidin , Syamsuddin. The Influence of Brand Image, Marketing Mix and Satisfaction Towards Loyalty of General Patients at Stella Maris Hospital, Makassar. J Cardiovasc. Dis. Res.. 2021; 12(3): 77-85. doi:10.31838/jcdr.2021.12.03.11


Web Style

Mene Paradilla, Alimin Maidin , Irwandy , Fridawaty Rivai , Indahwaty Sidin , Syamsuddin. The Influence of Brand Image, Marketing Mix and Satisfaction Towards Loyalty of General Patients at Stella Maris Hospital, Makassar. http://www.jcdronline.org/?mno=79933 [Access: May 23, 2021]. doi:10.31838/jcdr.2021.12.03.11


AMA (American Medical Association) Style

Mene Paradilla, Alimin Maidin , Irwandy , Fridawaty Rivai , Indahwaty Sidin , Syamsuddin. The Influence of Brand Image, Marketing Mix and Satisfaction Towards Loyalty of General Patients at Stella Maris Hospital, Makassar. J Cardiovasc. Dis. Res.. 2021; 12(3): 77-85. doi:10.31838/jcdr.2021.12.03.11



Vancouver/ICMJE Style

Mene Paradilla, Alimin Maidin , Irwandy , Fridawaty Rivai , Indahwaty Sidin , Syamsuddin. The Influence of Brand Image, Marketing Mix and Satisfaction Towards Loyalty of General Patients at Stella Maris Hospital, Makassar. J Cardiovasc. Dis. Res.. (2021), [cited May 23, 2021]; 12(3): 77-85. doi:10.31838/jcdr.2021.12.03.11



Harvard Style

Mene Paradilla, Alimin Maidin , Irwandy , Fridawaty Rivai , Indahwaty Sidin , Syamsuddin (2021) The Influence of Brand Image, Marketing Mix and Satisfaction Towards Loyalty of General Patients at Stella Maris Hospital, Makassar. J Cardiovasc. Dis. Res., 12 (3), 77-85. doi:10.31838/jcdr.2021.12.03.11



Turabian Style

Mene Paradilla, Alimin Maidin , Irwandy , Fridawaty Rivai , Indahwaty Sidin , Syamsuddin. 2021. The Influence of Brand Image, Marketing Mix and Satisfaction Towards Loyalty of General Patients at Stella Maris Hospital, Makassar. Journal of Cardiovascular Disease Research, 12 (3), 77-85. doi:10.31838/jcdr.2021.12.03.11



Chicago Style

Mene Paradilla, Alimin Maidin , Irwandy , Fridawaty Rivai , Indahwaty Sidin , Syamsuddin. "The Influence of Brand Image, Marketing Mix and Satisfaction Towards Loyalty of General Patients at Stella Maris Hospital, Makassar." Journal of Cardiovascular Disease Research 12 (2021), 77-85. doi:10.31838/jcdr.2021.12.03.11



MLA (The Modern Language Association) Style

Mene Paradilla, Alimin Maidin , Irwandy , Fridawaty Rivai , Indahwaty Sidin , Syamsuddin. "The Influence of Brand Image, Marketing Mix and Satisfaction Towards Loyalty of General Patients at Stella Maris Hospital, Makassar." Journal of Cardiovascular Disease Research 12.3 (2021), 77-85. Print. doi:10.31838/jcdr.2021.12.03.11



APA (American Psychological Association) Style

Mene Paradilla, Alimin Maidin , Irwandy , Fridawaty Rivai , Indahwaty Sidin , Syamsuddin (2021) The Influence of Brand Image, Marketing Mix and Satisfaction Towards Loyalty of General Patients at Stella Maris Hospital, Makassar. Journal of Cardiovascular Disease Research, 12 (3), 77-85. doi:10.31838/jcdr.2021.12.03.11





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