The Effect of Hospital Image Towards the Patient Satisfaction and Loyalty of Outpatients in the Hospital of PKU Muhammadiyah Gamping Yogyakarta

The purpose of this study was to analyze: 1) the effect of hospital image on patient satisfaction; 2) effect influence of hospital image on patient loyalty; and 3) the effect of patient satisfaction on patient loyalty in PKU Muhammadiyah Hospital Gamping Yogyakarta. This study used a descriptive survey design using cross sectional study. The population is all patients in the outpatient section of the PKU Muhammadiyah Hospital Gamping Yogyakarta. Samples were taken by purposive sampling of 100 respondents. Data collection is done using a questionnaire. The data analysis technique used is SEM (Structural Equation Modeling). The results obtained: 1) there is a positive influence on the image of the hospital to patient satisfaction; 2) there is a positive influence on the hospital's image on patient loyalty; and 3) there is a positive effect on satisfaction with outpatient loyalty at PKU Muhammadiyah Hospital Gamping Yogyakarta