The Influence of Brand Image, Marketing Mix and Satisfaction Towards Loyalty of General Patients atStella Maris Hospital, Makassar

Loyalty is one of the keys to success in winning today's business competition. Loyal customers can indirectly help promote services to those closest to them. This study aims to analyze the effect of brand image, marketing mix and satisfaction on general patient loyalty at Stella Maris Hospital Makassar. This type of research is a quantitative study using an observational study with a cross sectional study design. The sample in this study were nurses in the outpatient installation of Stella Maris Hospital Makassar, totaling 187 respondents. The results showed that there was a brand image, marketing mix had a direct effect on patient loyalty, brand image and marketing mix had no effect on loyalty through satisfaction. It is recommended that the hospital management design various strategies for marketing the existing health services at the hospital, pay attention to patient waiting times because the average patient complains about the waiting time for doctors who are often late arriving, pay attention to various health brands or services such as superior products. so that it becomes a differentiator between the health services offered by other hospitals.