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

Loyalty is one of the keys to success in winning today\u0027s business competition. Loyal customers can\r\nindirectly help promote services to those closest to them. This study aims to analyze the effect of brand\r\nimage, marketing mix and satisfaction on general patient loyalty at Stella Maris Hospital Makassar.\r\nThis type of research is a quantitative study using an observational study with a cross sectional study\r\ndesign. The sample in this study were nurses in the outpatient installation of Stella Maris Hospital\r\nMakassar, totaling 187 respondents. The results showed that there was a brand image, marketing mix\r\nhad a direct effect on patient loyalty, brand image and marketing mix had no effect on loyalty through\r\nsatisfaction. It is recommended that the hospital management design various strategies for marketing\r\nthe existing health services at the hospital, pay attention to patient waiting times because the average\r\npatient complains about the waiting time for doctors who are often late arriving, pay attention to\r\nvarious health brands or services such as superior products. so that it becomes a differentiator between\r\nthe health services offered by other hospitals.