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

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.