HUBUNGAN REPUTASI RUMAH SAKIT DAN ORIENTASI KONSUMEN DENGAN LOYALITAS PELANGGAN RAWAT JALAN RUMAH SAKIT SARI MULIA BANJARMASIN

Background: Today, the competitive rivalry occurs among health care organizations. Many hospitals that could choose by patient. Hospital reputation and consumer orientation has important role in this competition. Since the level of hospital competition in Banjarmasin has increased, Sari Mulia hospital should always be able to maintain or retain loyal customers, not only to attract new costumers. Customer loyalty that has been made allows organization to develop long-term relationships with consumers. This research was made to identify the relationship between hospital reputation and consumer orientation with outpatient customer loyalty in Sari Mulia Hospital Banjarmasin. Method: This research is quantitative research with a cross-sectional design. The method of sampling is convenience sampling, the chosen respondents that fitted with the criterias and willing to fill the questionnaire. The method of data analysis is correlation test with Spearmen Rank. The data are presented in table form and narration. Result: Based on data analysis, there is a correlation between hospital reputation with customer loyalty, showed by sig value 0,010 with correlation coefficient 0,330. There is a correlation too between consumer orientation with customer loyalty, showed by sig value 0,005 with correlation coefficient 0,357. Each of the correlation results showed there is a significant relationship between hospital reputation and consumer orientation with customer loyalty but both has weak correlation, this is an indicator that there are any other factors which related with customer loyalty. Conclusion: There is a relationship between hospital reputation and consumer orientation with outpatient customer loyalty in Sari Mulia Hospital Banjarmasin Keywords: Hospital reputation, consumer orientation, customer loyalty, Sari Mulia Hospita