THE INFLUENCE OF BRAND IMAGE, PRICE PERCEPTION, AND SERVICE QUALITY ON CONSUMER LOYALTY MEDIATED BY CONSUMER SATISFACTION IN MEDICAL CHECK-UP SERVICES AT RS PANTI RAPIH YOGYAKARTA

Abstract

ABSTRACT
In the healthcare industry, consumer loyalty is a key indicator of a hospital's success in maintaining service sustainability and competitiveness. Consumer loyalty reflects their willingness to return for services, recommend the facility to others, and remain committed to the healthcare provider. However, in reality, there is often a discrepancy between consumers' expectations of the service and the actual experience, which negatively impacts their satisfaction and loyalty. RS Panti Rapih Yogyakarta, as one of the leading private hospitals in Yogyakarta, offers comprehensive Medical Check-Up (MCU) services but faces challenges in maintaining consumer satisfaction and loyalty. Brand image, price perception, and service quality are the main factors influencing consumer satisfaction and loyalty in the healthcare sector. This research aims to analyze how brand image, price perception, and service quality affect consumer satisfaction, and how consumer satisfaction mediates the relationship in shaping consumer loyalty toward MCU services at RS Panti Rapih Yogyakarta. This study offers novelty by examining the interaction between these three factors in the context of healthcare services, particularly MCU. The data collected will be analyzed using SPSS and AMOS software for Structural Equation Modeling (SEM) analysis. This technique is chosen as it allows the researcher to analyze relationships between variables and test models involving more than one independent and mediating variable. The findings of this research are expected to provide deeper insights into the factors influencing consumer satisfaction and loyalty and help the hospital formulate more effective strategies to enhance service quality and strengthen relationships with consumers.

Keywords: Brand Image; Price Perception, Service Quality; Consumer Satisfaction; Consumer Loyalty; Medical Check-Up; RS Panti Rapih Yogyakarta.