Determinasi Kesediaan Membayar Pasien Non-BPJS melalui Citra Merek, Kepercayaan, dan Nilai dengan Mediasi Loyalitas Pada Rumah Sakit Swasta
DOI:
https://doi.org/10.32585/jmiak.v9i1.8192Abstract
Penelitian ini bertujuan untuk menganalisis faktor-faktor pemasaran yang memengaruhi kesediaan membayar (willingness to pay) layanan kesehatan pada pasien non-BPJS, dengan menitikberatkan pada peran citra merek (brand image), kepercayaan merek (brand trust), nilai yang dirasakan (perceived value), serta loyalitas pasien (customer loyalty). Selain itu, penelitian ini mengkaji peran loyalitas pasien sebagai variabel mediasi. Penelitian ini menggunakan pendekatan kuantitatif dengan desain survei. Data dikumpulkan dari pasien non-BPJS yang menerima layanan di berbagai rumah sakit swasta di Indonesia. Teknik pengambilan sampel dilakukan menggunakan metode non-probability sampling. Analisis data mengguaka SmartPLS. Hasil penelitian diharapkan menunjukkan bahwa citra merek, kepercayaan merek, dan nilai yang dirasakan berpengaruh positif dan signifikan terhadap kesediaan membayar layanan kesehatan pada pasien non-BPJS. Loyalitas pasien tidak hanya berpengaruh langsung terhadap kesediaan membayar, tetapi juga berperan sebagai mekanisme mediasi yang memperkuat pengaruh citra merek, kepercayaan merek, dan nilai yang dirasakan terhadap kesediaan membayar. Temuan ini menegaskan pentingnya strategi pemasaran rumah sakit yang berfokus pada penguatan merek, pembentukan kepercayaan, dan penciptaan nilai yang unggul untuk meningkatkan loyalitas serta penerimaan harga premium dari pasien non-BPJS. Hasil penelitian ini juga diharapkan dapat menjadi rujukan strategis bagi manajemen rumah sakit swasta dalam merancang kebijakan pemasaran dan penetapan harga yang berkelanjutan di era kompetisi layanan kesehatan yang semakin ketat.
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