PANDUAN BRANDING : PELAYANAN DAN LINGKUNGAN SYAR’I UNTUK MENINGKATKAN LOYALITAS PASIEN DENGAN MODERASI SELF-BELIEF DI RSKB HEART AND SURGERY
DOI:
https://doi.org/10.31004/prepotif.v10i1.54020Keywords:
Kata kunci: Branding rumah sakit, Lingkungan syar’i, Loyalitas pasien, Pelayanan syar’i, Self-beliefAbstract
Persaingan rumah sakit swasta nonmitra BPJS menuntut strategi branding yang efektif untuk membangun dan mempertahankan loyalitas pasien. RSKB Heart and Surgery di Kabupaten Bangkalan memiliki peluang diferensiasi melalui penerapan pelayanan dan lingkungan berbasis syar’i sebagai bagian dari penguatan hospital brand awareness. Penelitian ini bertujuan menganalisis pengaruh pelayanan syar’i dan lingkungan syar’i terhadap loyalitas pasien serta menguji peran self-belief sebagai variabel moderasi. Penelitian menggunakan pendekatan kuantitatif eksplanatori dengan desain cross-sectional. Sampel penelitian berjumlah 165 pasien rawat jalan dan rawat inap yang ditentukan menggunakan rumus Slovin. Pengumpulan data dilakukan melalui kuesioner skala Likert lima poin yang telah diuji validitas dan reliabilitasnya, kemudian dianalisis menggunakan regresi linier dan Moderated Regression Analysis (MRA). Hasil penelitian menunjukkan bahwa pelayanan syar’i berpengaruh signifikan terhadap loyalitas pasien, sedangkan lingkungan syar’i tidak berpengaruh signifikan. Self-belief tidak memoderasi hubungan antarvariabel, namun meningkatkan daya jelas model. Temuan ini menegaskan bahwa kualitas interaksi, empati, dan profesionalitas Islami dalam pelayanan lebih berperan dalam membentuk loyalitas pasien dibandingkan aspek lingkunganReferences
Andromeda, I., & Antonio, F. (2022). THE IMPACT OF HOSPITAL SERVICESCAPES ON PATIENT LOYALTY MEDIATED BY PATIENTS’ EMOTION AND SATISFACTION: A STUDY AT PRIVATE HOSPITAL IN INDONESIA. JURNAL ILMIAH MANAJEMEN BISNIS DAN INOVASI UNIVERSITAS SAM RATULANGI, 9(2), 663–667. https://doi.org/https://doi.org/10.35794/jmbi.v9i2.39077
Aprilianti, R. C., & Martha, E. (2023). Tujuan Pelayanan Syariah. 4, 801–810. https://doi.org/https://doi.org/10.31004/jkt.v4i2.14836
BPJS Kesehatan. (2024). PELUNCURAN DATA SAMPEL BPJS KESEHATAN 2024 (2015-2023). https://data.bpjs-kesehatan.go.id/bpjs-portal/action/blog-detail.cbi?id=779e0f02-bd13-11ef-a976-9b1ff87869bd
Brandão, A., & Ribeiro, L. (2023). The Impact of Patient Experience on Loyalty in the Context of Medical-Aesthetic Health Services. Journal of Patient Experience, 10, 1–10. https://doi.org/10.1177/23743735231160422
Gong, S. A., Ao, S. H., & Chen, Y. S. (2025). The influence of patient-centered communication on psychological distress: the chain mediating role of health-related self-efficacy and healthy lifestyle behaviors and the moderating role of social media use. Frontiers in Psychiatry, 16. https://doi.org/10.3389/fpsyt.2025.1562414
Hidayat, T., & Restuti, S. (2016). Analisis Kualitas Layanan Terhadap Kepuasan Dan Loyalitaspasien Rumah Sakit Syafira Pekanbaru. Jurnal Tepak Manajemen Bisnis, 8(2). https://jtmb.ejournal.unri.ac.id/index.php/JTMB/article/view/3735
Kasmar, Palilati, A., Kusnan, A., & Yusuf, H. (2025). The Effect of Satisfaction With The Physical Environment of The Hospital , Service Quality and Hospital Image on Patient Loyalty and Intention To Recommend ( A Study of Private and Government Hospitals In Kendari City ). Journal of Neonatal Surgery, 14(21), 638–652.
Ngatindriatun, N., Alfarizi, M., & Widiastuti, T. (2024). Impact of Sharia hospital service standards and religiosity commitment on patient satisfaction and loyalty: insights from certified Sharia hospital in Indonesia. Journal of Islamic Accounting and Business Research. https://doi.org/https://doi.org/10.1108/JIABR-12-2022-0344
Noor, F., Trisyani, Y., & Mirwanti, R. (2024). ISLAMIC CARING BEHAVIOR BY NURSES ON PATIENT SATISFACTION: A SCOPING REVIEW. Indonesian Journal of Global Health Research, 6(5), 2389–2400. https://doi.org/10.37287/ijghr.v2i4.250
Paradilla, M., Nurfitriani, N., & Awawiriam, S. (2022). The Effect of Brand Image on Loyalty through General Patient Satisfaction as an Intervening Variable in Makassar City Hospital. Journal of Asian Multicultural Research for Medical and Health Science Study, 3(1), 67–75. https://doi.org/10.47616/jamrmhss.v3i1.239
Rindasiwi, D. T., & Pattyranie, P. H. (2024). The Influence of Hospital Brand Image, Health Service Quality and Patient Satisfaction on Loyalty at Arosuka Regional Hospital. International Journal of Science and Society, 6(4), 247–267. https://doi.org/10.54783/ijsoc.v6i4.1327
Rizkina, N., Jannah, N., Yusuf, M., Putra, A., & Mayasari, P. (2024). SCOOPING REVIEW: PELAYANAN KESEHATAN SYARIAH. Jurnal Penelitian Perawat Profesional, 6(5), 2043–2052. https://doi.org/doi.org/10.37287/jppp.v6i5.3106
Susanti, Y., Syofyan, S., Khairani, & Hermanto, B. (2024). Hak Pasien dalam Menentukan Layanan Kesehatan dalam Hubungannya dengan Kelas Rawat Inap Standar BPJS Kesehatan [Patient Rights in Determining Health Services in Relation to BPJS Health Standard Inpatient Classes]. Https://Review-Unes.Com/, 6(4), 12184–12193. https://doi.org/https://doi.org/10.31933/unesrev.v6i4
Vargo, S. L., Maglio, P. P., & Akaka, M. A. (2008). On value and value co-creation: A service systems and service logic perspective. European Management Journal, 26(3), 145–152. https://doi.org/10.1016/j.emj.2008.04.003
Wang, H., Jia, J., Fan, Y., Chen, H., Lou, Y., Wang, X., & Huang, X. (2024). Impact of inpatient self-efficacy and trust in physicians on inpatient satisfaction with medical services: the mediating role of patient participation in medical decision-making. Frontiers in Psychology, 15. https://doi.org/10.3389/fpsyg.2024.1364319
Widiastuti, W., Indartono, S., & Sa’adah, N. (2024). Islamic Service Quality and Patient Loyalty: Investigating the Role of Satisfaction in Healthcare Contexts. Society, 12(2), 538–555. https://doi.org/10.33019/society.v12i2.723
Wulandari, R. D., Latifah, L., Laksono, A. D., Nugraheni, W. P., Suryati, T., Rachmawati, T., Yunitawati, D., Mubasyiroh, R., Ardani, I., & Kusnali, A. (2024). National Health Insurance Role in Hospital Utilisation in Disadvantaged Areas: Evidence from Indonesia. Malaysian Journal of Medical Sciences, 31(6), 205–216. https://doi.org/10.21315/mjms2024.31.6.16
Yi, Y., & Gong, T. (2008). The electronic service quality model: The moderating effect of customer self‐efficacy. Psychology & Marketing, 25(7), 587–601. https://doi.org/10.1002/mar.20226
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Abdurahman Ismail Moh. Honin, Fitriah Fitriah, M. Hasinuddin, Zakkiyatus Zainiyah
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work’s authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal’s published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
