STRATEGI BRANDING RUMAH SAKIT DALAM MENINGKATKAN KEPERCAYAAN DAN LOYALITAS PASIEN
DOI:
https://doi.org/10.5281/zenodo.21451054Keywords:
hospital branding, patient trust, patient loyalty, service quality, literature reviewAbstract
This article discusses hospital branding strategies aimed at enhancing patient trust and loyalty. Amid increasingly fierce competition in the healthcare sector, hospitals are required not only to provide high-quality medical care but also to build a credible, professional and patient-centred image. Strong branding is a key factor influencing public perception of the quality of hospital services. Through consistent, transparent and human-centred branding, hospitals can instil a sense of security and confidence in patients when choosing healthcare services. This article is based on a literature review, examining various sources relating to hospital branding, patient trust and patient loyalty. The findings indicate that patient trust is built through consistent service quality, clear communication, a good reputation and positive service experiences. Furthermore, this trust forms the basis for patient loyalty, which is reflected in the willingness to use the hospital’s services again and to recommend them to others. Thus, hospital branding serves not only as a promotional tool but also as a long-term strategy to strengthen the relationship between the hospital and its patients.
Downloads
References
Aaker, D.A., 2009. Managing Brand Equity. Simon and Schuster.
Baldauf, A., Cravens, K.S., Binder, G., 2003. Performance consequences of brand equity management: evidence from organizations in the value chain. J. Prod. Brand Manag. 12, 220–236. https://doi.org/10.1108/10610420310485032
Carrie, W., 2011. Research Methods. J. Bus. Econ. Res. JBER 5. https://doi.org/10.19030/jber.v5i3.2532
Eliyah, E., Aslan, A., 2025. STAKE’S EVALUATION MODEL: METODE PENELITIAN. Pros. Semin. Nas. Indones. 3, 117–129.
Hartamto, O.M.P., 2026. Analisis Pengaruh Brand Equity terhadap Loyalitas Pasien dengan Kepuasan Pasien sebagai Variabel Mediator di Instalasi Rawat Inap Rumah Sakit Islam Siti Aisyah Madiun (masters). Universitas Muhammadiyah Surabaya.
Leijerholt, U., Biedenbach, G., Hultén, P., 2022. Internal brand management in the public sector: the effects of internal communication, organizational practices, and PSM on employees’ brand perceptions. Public Manag. Rev. 24, 442–465. https://doi.org/10.1080/14719037.2020.1834607
Raggio, R.D., Leone, R.P., 2009. Chasing brand value: Fully leveraging brand equity to maximise brand value. J. Brand Manag. 16, 248–263. https://doi.org/10.1057/palgrave.bm.2550142
Rahmani, B.S., Safina, S.R., Bernarto, I., 2025. HOSPITAL BRANDING STRATEGY AND ITS IMPACT ON PATIENT TRUST AND SATISFACTION: A QUANTITATIVE ANALYSIS. Manaj. DEWANTARA 9. https://doi.org/10.30738/md.v10i1.21224
Rakhmat, S., 2013. PENGARUH BRAND IMAGE TERHADAP KEPUTUSAN PASIEN MENGGUNAKAN LAYANAN KESEHATAN PADA UNIT RAWAT JALAN RUMAH SAKIT AL-ISLAM BANDUNG.
Santoso, M., Widyarini, M., Grahadian, K., 2025. THE INFLUENCE OF BRAND IMAGE AND PRICE ON PATIENTS’ DECISIONS TO USE OUTPATIENT SERVICES AT GREEN HOSPITAL X. JAMBURA J. Ilm. Manaj. Dan Bisnis 7, 1455–1465. https://doi.org/10.37479/jimb.v7i3.30023
Sugiarto, R., Jak, Y., Wulandari, S.D., 2018. Pengaruh Brand Image, Service Quality dan Trust Terhadap Loyalitas Pasien di Rumah Sakit Umum Daerah Linggajati Kuningan. J. Manaj. Dan Adm. Rumah Sakit Indones. MARSI 2, 18–27. https://doi.org/10.52643/marsi.v2i2.405
Syahrian, M.F., Angelina, E.N., Wienaldi, W., 2024. Brand Awareness dan Perceived Quality Mempengaruhi Loyalitas Pasien pada Rumah Sakit Khusus Mata Prima Vision Medan. Termometer J. Ilm. Ilmu Kesehat. Dan Kedokt. 2, 280–291. https://doi.org/10.55606/termometer.v2i1.2918
Tran, V.-D., Nguyen, N.T.T., 2022. Investigating the relationship between brand experience, brand authenticity, brand equity, and customer satisfaction: Evidence from Vietnam. Cogent Bus. Manag. 9, 2084968. https://doi.org/10.1080/23311975.2022.2084968
Whelan, S., Davies, G., Walsh, M., Bourke, R., 2010. Public sector corporate branding and customer orientation. J. Bus. Res., Thought leadership in Brand Management 63, 1164–1171. https://doi.org/10.1016/j.jbusres.2009.10.013
Widyastuti, Y., Rizkiyani, T., Rahayu, S., 2023. Employer Branding Dalam Pelayanan Publik Bidang Kesehatan di Rsud Banten. J. Ilm. ILMU Adm. 13, 74–82. https://doi.org/10.33592/jiia.v13i2.3575
Wijaya, B.S., 2018. GOVERNMENTAL BRANDING AS A STRATEGY TO BUILD THE PUBLIC TRUST, LOYALTY, AND PARTICIPATION. J. Commun. Spectr. Capturing New Perspect. Commun. 8, 232. https://doi.org/10.36782/jcs.v8i2.2152
Wood, L., 2000. Brands and brand equity: definition and management. Manag. Decis. 38, 662–669. https://doi.org/10.1108/00251740010379100
Yustikasari, Anisa, R., Dewi, R., Ananda, F., Irawati, I., 2025. PROMOSI KESEHATAN DALAM MENINGKATKAN CITRA DAN BRANDING RUMAH SAKIT. PEDAMAS Pengabdi. Kpd. Masy. 3, 531–541.
