The Mediating Role of Customer Satisfaction in the Relationship Between Service Quality, Perceived Value, and Customer Loyalty Among Patients at Leona General Hospital, Kupang
Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh service quality dan perceived value terhadap customer satisfaction dan customer loyalty, serta menguji peran mediasi customer satisfaction dalam hubungan service quality dan perceived value terhadap customer loyalty pada pasien RSU Leona Kupang. Penelitian menggunakan pendekatan kuantitatif kausal dengan desain cross sectional. Data dikumpulkan melalui kuesioner tertutup berskala Likert dari 200 responden yang dipilih menggunakan purposive sampling, yaitu pasien berusia minimal 17 tahun, telah menyelesaikan pelayanan, dan bersedia mengisi kuesioner. Analisis dilakukan menggunakan SEM-PLS dengan bantuan SmartPLS melalui evaluasi outer model dan inner model, serta pengujian hipotesis menggunakan bootstrapping. Hasil penelitian menunjukkan bahwa customer satisfaction berpengaruh signifikan terhadap customer loyalty. Service quality dan perceived value berpengaruh signifikan terhadap customer satisfaction, namun keduanya tidak berpengaruh signifikan secara langsung terhadap customer loyalty. Model mampu menjelaskan variasi customer satisfaction dan customer loyalty secara kuat, sehingga menegaskan peran customer satisfaction sebagai mediator utama dalam membentuk loyalitas pasien. Temuan ini menyarankan manajemen RSU Leona Kupang untuk memprioritaskan peningkatan kepuasan melalui layanan yang responsif, komunikasi yang jelas, transparansi prosedur dan biaya, serta penciptaan nilai layanan yang dirasakan pasien.
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