en Descriptive & Survey <span style="font-size:12pt"><span style="font-family:Calibri,sans-serif"><b><span lang="EN-ID" style="font-size:10.0pt"><span cambria="" style="font-family:"><span style="color:#4f81bd">Aims:</span></span></span></b><span lang="EN-ID" style="font-size:10.0pt"><span cambria="" style="font-family:"> 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. </span></span></span></span><br> <span style="font-size:12pt"><span style="font-family:Calibri,sans-serif"><b><span lang="EN-ID" style="font-size:10.0pt"><span cambria="" style="font-family:"><span style="color:#4f81bd">Instrument & Methods:</span></span></span></b><span lang="EN-ID" style="font-size:10.0pt"><span cambria="" style="font-family:"> This cross-sectional analytical observational study was conducted among 300 non-BPJS patients aged &ge;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. </span></span></span></span><br> <span style="font-size:12pt"><span style="font-family:Calibri,sans-serif"><b><span lang="EN-ID" style="font-size:10.0pt"><span cambria="" style="font-family:"><span style="color:#4f81bd">Findings:</span></span></span></b> <span lang="EN-ID" style="font-size:10.0pt"><span cambria="" style="font-family:">The participants had a mean age of 47.30&plusmn;10.04 years; most were male (62.3%) and classified as chronic patients (55.0%). Hospital brand awareness significantly influenced emotional attachment (&beta;=0.371; t=6.202) and patient loyalty (&beta; =0.269; t=2.661), while emotional attachment significantly influenced self-belief (&beta;=0.246; t=3.629) and patient loyalty (&beta;=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 (&beta;=0.498; t=3.535).</span></span></span></span><br> <span style="font-size:12pt"><span style="font-family:Calibri,sans-serif"><b><span lang="EN-ID" style="font-size:10.0pt"><span cambria="" style="font-family:"><span style="color:#4f81bd">Conclusion:</span></span></span></b> <span lang="EN-ID" style="font-size:10.0pt"><span cambria="" style="font-family:">Loyalty among non-BPJS patients at private hospitals is influenced by hospital brand awareness, emotional attachment, and self-belief. </span></span></span></span><br> &nbsp; Awareness, Hospitals, Patients, Indonesia 299 305 http://hehp.daneshafarand.org/browse.php?a_code=A-10-1-149&slc_lang=en&sid=4 M. Haris 1003194753284600387971 1003194753284600387971 Yes Department of Magister Administration Health, Noor Huda Mustofa University, Bangkalan, Indonesia F. Fitriah 1003194753284600387972 1003194753284600387972 No Department of Nursing, Noor Huda Mustofa University, Bangkalan, Indonesia U. Noviana 1003194753284600387973 1003194753284600387973 No Department of Nursing, Noor Huda Mustofa University, Bangkalan, Indonesia