The Effect of Brand Images on Trust and the Impact on Loyalty of Hospital Patients in PKU Muhammadiyah Gamping Hospital

Abstract

Background: Hospitals can survive in the health industry, one of which has a strong and distinguishing brand image. There is a willingness to trust the brand with all the risks and expectations that provide positive results for consumers, to form and maintain trust that has an impact on gaining loyalty in the market today. Methods: This study is an observational quantitative study in cross-sectional analytic studies. The number of samples was 150 hospital patients. Results and Discussion: The results of SEM analysis, brand image has a positive and significant effect on trust and loyalty with p= 0.000<0.05 and p= 0.033<0.05, while trust does not affect loyalty (p= 0.279>0.05) in hospitalized patients at PKU Muhammadiyah Gamping Hospital. Conclusions and Suggestions: Trust cannot directly influence loyalty without the hospital brand image that is considered positive by the patient.

Keywords: Brand Image, Trust, Loyalty