Pengaruh Word of Mouth, Persepsi Pasien, Kualitas Pelayanan Terhadap Niat Kunjungan Ulang dengan Citra Merek sebagai Variabel Intervening di MRCCC Siloam Hospitals Semanggi

Stevy Lenahatu; Rian Adi Pamungkas; Endang  Ruswanti

doi:10.36418/syntax-literate.v10i11.62483

Stevy Lenahatu Universitas Esa Unggul
Rian Adi Pamungkas Universitas Esa Unggul
Endang Ruswanti Universitas Esa Unggul

DOI: https://doi.org/10.36418/syntax-literate.v10i11.62483

Keywords: Word of Mouth, Persepsi Pasien, Citra Merek, Niat Kunjungan Ulang

Abstract

Penelitian ini bertujuan menganalisis pengaruh Word of Mouth (WOM) dan persepsi pasien terhadap niat kunjungan ulang dengan citra merek sebagai variabel intervening di MRCCC Siloam Hospitals Semanggi. Metode kuantitatif digunakan melalui survei kuesioner kepada 97 responden pasien rawat jalan dan rawat inap. Analisis data dilakukan menggunakan SEM-PLS. Hasil penelitian menunjukkan bahwa WOM dan persepsi pasien berpengaruh positif dan signifikan terhadap citra merek serta niat kunjungan ulang, sementara citra merek terbukti memediasi hubungan keduanya. Temuan ini menegaskan pentingnya WOM dan kualitas pelayanan dalam memperkuat citra merek serta meningkatkan loyalitas pasien.

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