Faktor-Faktor yang Mempengaruhi Loyalitas Warga Lokal Batam terhadap Rumah Sakit di Singapura

Abstract

Penelitian ini bertujuan mengidentifikasi dan menganalisis faktor-faktor yang memengaruhi niat warga lokal Batam untuk berkunjung kembali ke rumah sakit di Singapura. Dalam konteks globalisasi layanan kesehatan, variabel persepsi citra rumah sakit dan kualitas medis, pemasaran relasional, kepuasan, serta kepercayaan diuji sebagai determinan utama intensi kunjungan ulang. Penelitian menggunakan pendekatan kuantitatif berbasis survei dengan teknik purposive sampling terhadap 303 responden warga Batam yang pernah menerima layanan medis di Singapura. Analisis data dilakukan menggunakan Structural Equation Modeling (SEM). Hasil penelitian menunjukkan bahwa citra rumah sakit dan kualitas medis serta kepuasan pasien berpengaruh positif dan signifikan terhadap kepercayaan, sementara pemasaran relasional memiliki pengaruh yang lebih moderat. Kepercayaan terbukti berperan sebagai mediator utama yang menjembatani pengaruh kepuasan, kualitas layanan, dan pemasaran relasional terhadap niat kunjungan ulang. Secara teoretis, penelitian ini memperkaya literatur pemasaran layanan kesehatan dengan menegaskan peran trust sebagai mekanisme psikologis kunci dalam membentuk loyalitas pasien lintas negara. Secara praktis, temuan ini memberikan dasar strategis bagi rumah sakit di Singapura untuk mengembangkan pendekatan berbasis pengalaman pasien dan hubungan jangka panjang.

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