THE EFFECT OF PROMOTION AND WORD OF MOUTH ON PATIENT LOYALTY THROUGH PATIENT SATISFACTION
DOI:
https://doi.org/10.5281/zenodo.21756103Keywords:
loyalty, promotion, patient satisfaction, word of mouthAbstract
This study investigates the effects of promotion and word of mouth on patient loyalty, with patient satisfaction as a mediating variable, at RS Tk. III Dr. R. Soeharsono Banjarmasin. Patient loyalty is a critical indicator of healthcare service sustainability; however, existing literature reveals inconsistent findings regarding the direct influence of promotional activities and interpersonal communication channels on loyalty. This research employs a quantitative approach using a survey method. A total of 383 patients were selected as respondents using the Krejcie and Morgan sampling formula. Data were collected through a structured Likert-scale questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0. Results confirm that both promotion and word of mouth exert significant positive effects on patient loyalty and patient satisfaction. Patient satisfaction significantly influences patient loyalty. Furthermore, patient satisfaction partially mediates the relationships between promotion and patient loyalty and between word of mouth and patient loyalty. These findings indicate that enhancing promotional effectiveness and nurturing positive word of mouth, combined with delivering satisfying healthcare experiences, are essential strategies for sustaining patient loyalty in government hospitals.
Downloads
References
Afifah, H. N. N., Ifansyah, M. N., & Pusparina, I. (2026). Hubungan bauran pemasaran dengan kepuasan pasien pada layanan unggulan eye center di Rumah Sakit Islam Sultan Agung Banjarbaru. Jurnal Ilmu Kesehatan Insan Sehat, 13(2), 151–157. https://doi.org/10.54004/jikis.v13i2.310
Budiarsa, R. J., & Saputro, A. H. (2025). Strategi promosi, kualitas pelayanan, dan citra merek terhadap kepuasan pasien di klinik kecantikan Pratama Docsher. Al-Zayn: Jurnal Ilmu Sosial & Hukum, 3(6), 11310–11330. https://doi.org/10.61104/alz.v3i6.2895
Cohen, J. (1988). Statistical power analysis for the behavioral sciences (2nd ed.). Lawrence Erlbaum Associates.
Creswell, J. W. (2014). Research design: Qualitative, quantitative, and mixed methods approaches (4th ed.). Sage Publications.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39–50. https://doi.org/10.1177/002224378101800104
Griffin, J. (2005). Customer loyalty: Menumbuhkan dan mempertahankan kesetiaan pelanggan. Erlangga.
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2019). A primer on partial least squares structural equation modeling (PLS-SEM) (2nd ed.). Sage Publications.
Handayani, R. N., & Rachmat, B. (2025). Pengaruh produk, tempat, promosi serta kepercayaan terhadap loyalitas pasien dimediasi kepuasan di Puskesmas Tambak Wedi. Majalah Ekonomi, 31(2), 157–166. https://doi.org/10.36456/6sx0ye74
Hasan, A. (2013). Marketing dan kasus-kasus pilihan. CAPS.
Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the internet? Journal of Interactive Marketing, 18(1), 38–52. https://doi.org/10.1002/dir.10073
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135. https://doi.org/10.1007/s11747-014-0403-8
Iswati, H. (2022). Pengaruh kualitas pelayanan, harga, word of mouth terhadap loyalitas dan kepuasan pasien sebagai intervening di klinik Medika Plaza. Journal of Syntax Literate, 7(3), 1316–1327.
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.
Krejcie, R. V., & Morgan, D. W. (1970). Determining sample size for research activities. Educational and Psychological Measurement, 30(3), 607–610. https://doi.org/10.1177/001316447003000308
Maharani, P. H., Dewi, L. K. C., & Martini, L. K. B. (2023). Pengaruh penanganan keluhan dan kualitas pelayanan terhadap loyalitas pasien dengan kepuasan pasien sebagai variabel mediasi. Relasi: Jurnal Ekonomi, 19(1), 134–145. https://doi.org/10.31967/relasi.v19i1.667
Oliver, R. L. (2014). Satisfaction: A behavioral perspective on the consumer (2nd ed.). Routledge.
Pambudi, P., & Susanto, S. (2012). Pengaruh promotion mix terhadap loyalitas pasien di poliklinik RSUD Panembahan Senopati Bantul. JMMR (Jurnal Medicoeticolegal dan Manajemen Rumah Sakit), 1(2). https://doi.org/10.18196/jmmr.v1i2.164
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A multiple item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12–40.
Saman, U. H., Rajak, A., & Muchlis, N. (2024). Pengaruh bauran pemasaran dan minat kembali terhadap kepuasan pasien Rumah Sakit Umum Daerah Andi Djemma Masamba. Innovative: Journal of Social Science Research, 4(6), 403–419. https://doi.org/10.31004/innovative.v4i6.14524
Sekaran, U., & Bougie, R. (2016). Research methods for business: A skill building approach (7th ed.). Wiley.
Sernovitz, A. (2012). Word of mouth marketing: How smart companies get people talking. Greenleaf Book Group Press.
Sihombing, N. D., Ginting, C. N., & Syahrian, M. F. (2025). The influence of e-WOM and hospital image on patient satisfaction and loyalty at General Hospital Royal Prima Medan. International Journal of Islamic Education, Research and Multiculturalism, 7(1), 93–112. https://doi.org/10.47006/ijierm.v7i1.441
Sinta, S., Widodo, T., & Dewi, W. (2025). Pengaruh digital marketing dan WOM terhadap loyalitas melalui keputusan pembelian perawatan di klinik Jakarta. Pendas: Jurnal Ilmiah Pendidikan Dasar, 10(1), 333–343. https://doi.org/10.23969/jp.v10i01.22644
Syabana, M. D. A. F., & Prastiwi, E. H. (2025). Pengaruh kualitas layanan, citra perusahaan, dan word of mouth terhadap kepuasan konsumen pada klinik mata Tritya Surabaya. Jurnal Ilmiah Ekonomi dan Manajemen, 3(8), 492–501. https://doi.org/10.61722/jiem.v3i8.6256
Tjiptono, F. (2019). Pemasaran jasa: Prinsip, penerapan, dan penelitian (Edisi terbaru). Andi.
Tjiptono, F., & Chandra, G. (2019). Pemasaran strategik (Edisi 3). Andi.
