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Volume 14, Issue 2 (2026)
Health Educ Health Promot 2026, 14(2): 299-305 |
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Received: 2026/05/29 | Accepted: 2026/07/8 | Published: 2026/07/19
Received: 2026/05/29 | Accepted: 2026/07/8 | Published: 2026/07/19
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Haris M, Fitriah F, Noviana U. Patient Loyalty in Private Hospitals Through Brand Awareness, Self-Belief, and Emotional Attachment. Health Educ Health Promot 2026; 14 (2) :299-305
URL: http://hehp.daneshafarand.org/article-4-87250-en.html
URL: http://hehp.daneshafarand.org/article-4-87250-en.html
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1- Department of Magister Administration Health, Noor Huda Mustofa University, Bangkalan, Indonesia
2- Department of Nursing, Noor Huda Mustofa University, Bangkalan, Indonesia
2- Department of Nursing, Noor Huda Mustofa University, Bangkalan, Indonesia
Abstract (234 Views)
Aims: This study aimed to analyze a loyalty model among non-BPJS patients at private hospitals based on hospital brand awareness, self-belief, and emotional attachment.
Instrument & Methods: This cross-sectional analytical observational study was conducted among 300 non-BPJS patients aged ≥20 years who had previously used services at five private hospitals in Bangkalan Regency, Indonesia. Self-belief was measured using an adapted version of the General Self-Efficacy Scale, while emotional attachment was assessed using a modified Attachment Style Questionnaire. Data were analyzed using partial least squares structural equation modeling.
Findings: The participants had a mean age of 47.30±10.04 years; most were male (62.3%) and classified as chronic patients (55.0%). Hospital brand awareness significantly influenced emotional attachment (β=0.371; t=6.202) and patient loyalty (β =0.269; t=2.661), while emotional attachment significantly influenced self-belief (β=0.246; t=3.629) and patient loyalty (β=0.367; t=2.943). Hospital brand awareness had an indirect effect on patient loyalty of 0.181 and a total effect of 0.450, whereas emotional attachment had an indirect effect of 0.122 and a total effect of 0.489. Self-belief demonstrated the strongest direct effect on patient loyalty (β=0.498; t=3.535).
Conclusion: Loyalty among non-BPJS patients at private hospitals is influenced by hospital brand awareness, emotional attachment, and self-belief.
Instrument & Methods: This cross-sectional analytical observational study was conducted among 300 non-BPJS patients aged ≥20 years who had previously used services at five private hospitals in Bangkalan Regency, Indonesia. Self-belief was measured using an adapted version of the General Self-Efficacy Scale, while emotional attachment was assessed using a modified Attachment Style Questionnaire. Data were analyzed using partial least squares structural equation modeling.
Findings: The participants had a mean age of 47.30±10.04 years; most were male (62.3%) and classified as chronic patients (55.0%). Hospital brand awareness significantly influenced emotional attachment (β=0.371; t=6.202) and patient loyalty (β =0.269; t=2.661), while emotional attachment significantly influenced self-belief (β=0.246; t=3.629) and patient loyalty (β=0.367; t=2.943). Hospital brand awareness had an indirect effect on patient loyalty of 0.181 and a total effect of 0.450, whereas emotional attachment had an indirect effect of 0.122 and a total effect of 0.489. Self-belief demonstrated the strongest direct effect on patient loyalty (β=0.498; t=3.535).
Conclusion: Loyalty among non-BPJS patients at private hospitals is influenced by hospital brand awareness, emotional attachment, and self-belief.