Pengaruh Persepsi Pasien tentang Pengembangan Diri, Etika, dan Penampilan Fisik Tenaga Kesehatan terhadap Minat Kunjung Ulang yang di Mediasi Brand Image Klinik Penelitian Kuantitatif di Klinik Mitra Tamzil Kabupaten Sukabumi

Abstract

This study aims to analyze the influence of self-development, ethics, and physical appearance of health workers on patient's intention to return to the Mitra Tamzil Clinic, with brand image as a mediating variable. The study used a quantitative method with a cross-sectional analytical observational design, involving 63 outpatients selected by random sampling. Data were collected through questionnaires, observations, documentation, and in-depth interviews, then analyzed using regression tests to examine the direct and indirect effects between variables. The results showed that self-development of health workers significantly influenced patient's intention to return both directly and through brand image. The indirect effect through brand image was greater than the direct effect (0.030 < 0.066), while the regression coefficient of self-development was 0.272 with a t-count of 2.245 > t-table of 2.030, and a contribution of 68.89%. Healthcare worker ethics also significantly influenced repeat visit intention, with the indirect effect through brand image being greater than the direct effect (0.101 < 0.224), with a regression coefficient of 0.139, a calculated t-value of 2.258, and a contribution of 29.05%. Healthcare workers' physical appearance significantly influenced both directly and indirectly through brand image (0.124 < 0.278), with a regression coefficient of 0.106, a calculated t-value of 2.740, and a contribution of 63.20%. Brand image directly significantly influenced repeat visit intention, with a regression coefficient of 0.272, a calculated t-value of 2.660, and a contribution of 61.93%. Overall, this study confirms that healthcare workers' self-development, ethics, and physical appearance significantly increase patient repeat visit intention, both through direct effects and through brand image as a mediating variable. These findings demonstrate the importance of improving human resource quality and clinic image in building patient loyalty and maintaining expectations of quality healthcare services.