Competition for services in the hospital industry has become increasingly stringent in
the last few decades. Various innovations and new types of services are provided
including various conveniences and facilities to improve service quality. On the other
hand, one of the challenges in building strong service quality is how to ensure that
patients as customers have the right experience regarding services, facilities,
complaint handling and accompanying marketing strategies. This research is to test
and analyze the influence of service quality and hospital image on patient loyalty
through patient satisfaction at the Obstetrics and Gynecology Outpatient Clinic at
Panti Nugroho Regional Hospital, Purbalingga. The method used is random sampling
with data collection techniques using questionnaires. The analysis test tool uses SEM
which is statistically processed using SmartPLS. It was found that service quality and
hospital image had a significant positive effect on patient satisfaction. Service quality
and hospital image also have a significant positive effect on patient loyalty. However,
patient satisfaction cannot intervene in the relationship between these two variables
and patient loyalty.