THE INFLUENCE OF PSYCHOLOGICAL AND SOCIAL FACTORS ON PATIENTS' DECISIONS TO VISIT WITH BRAND IMAGE AS AN INTERVENING VARIABLE IN OUTPATIENT PATIENTS AT HERMINA HOSPITAL DEPOK

Shindy Kurnia Putri; Endang Ruswanti; Johannes Johannes

doi:10.61397/tla.v2i3.372

Authors

Shindy Kurnia Putri Universitas Esa Unggul
Endang Ruswanti Universitas Esa Unggul
Johannes Johannes Universitas Esa Unggul

DOI:

https://doi.org/10.61397/tla.v2i3.372

Keywords:

Psychological Factors, Social Factors, Brand Image, Patients' Decisions to Visit

Abstract

This study is based on the results of initial observations that indicate a downward trend in the number of non-JKN outpatients. In January 2024, the achievement was only 415 of the target of 596 visits (69.6%), and the achievement was again not following the target in September, with 92.8%. The purpose of this study was to examine the effect of psychological factors and social factors on patient decisions to visit with brand image as an intervening variable in outpatients at Hermina Hospital, Depok. This type of research is quantitative with a causal design. The population is outpatients at Hermina Hospital, Depok. The results of the distribution through questionnaires obtained 130 respondents, according to the minimum sample size. The analysis technique used the three-box method analysis and SEM-PLS. The results of the study showed that psychological factors, social factors, and brand image simultaneously had a significant effect on patients' visit decisions, with a contribution of 67.8%. Both psychological and social factors influenced brand image and patients' visit decisions. Brand image also affected patients' visit decisions. Among the three variables, brand image was the most dominant in increasing patients' visit decisions.

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