PENGARUH KUALITAS PELAYANAN DAN KINERJA PEGAWAI TERHADAP KEPUASAN PASIEN SERTA DAMPAKNYA PADA LOYALITAS PASIEN DI RUMAH SAKIT KASIH BUNDA CIMAHI

This study aims to analyze the impact of service quality and employee performance on patient satisfaction, and their subsequent effect on patient loyalty at Kasih Bunda Hospital, Cimahi. The research utilizes a quantitative approach with a descriptive-verificative design and a survey approach. The sample consists of 96 patients who have received services at the hospital. Data were collected using a questionnaire measured by a Likert scale for the variables of service quality, employee performance, patient satisfaction, and patient loyalty. The results of multiple regression analysis indicate that both service quality and employee performance significantly influence patient satisfaction, with p-values less than 0.05 for each. Additionally, patient satisfaction significantly affects patient loyalty, with a p-value showing significant results. The R² value of 0.968 indicates that 96.8% of the variability in patient satisfaction can be explained by service quality and employee performance. Only 3.2% of the variation remains unexplained, suggesting other factors also influence patient satisfaction. This study concludes that improving service quality and employee performance at Kasih Bunda Hospital, Cimahi, can enhance patient satisfaction, which in turn positively impacts patient loyalty. Therefore, the hospital should continuously improve these two factors to enhance the patient experience and ensure long-term loyalty. Keywords: service quality, employee performance, patient satisfaction, patient loyalty, multiple regression