Hubungan Brand Image dengan Pemilihan Layanan Rawat Inap di Rumah Sakit Cakra Husada Klaten

Abstract

The increasingly competitive healthcare industry requires hospitals not only to improve service quality but also to build a positive brand image to attract patients. Google Reviews of Cakra Husada Hospital Klaten in 2024 indicated that the majority of reviews awarded five-star ratings, although two reviews gave one-star ratings. This study aims to determine the relationship between brand image and the selection of care service at Cakra Husada Klaten Hospital. This study is quantitative in nature using a cross-sectional design.  Multivariable logistic regression analysis showed that the variables physical environment, contact personnel, and service offering were simultaneously associated with the selection of inpatient services (p < 0.001). Partially, contact personnel was the most influential variable (OR = 5.317; 95% CI = 1.394–20.287; p = 0.014). Meanwhile, physical environment (OR = 3.163; 95% CI = 0.984–11.190; p = 0.074) and service offering (OR = 1.038; 95% CI = 0.274–3.939; p = 0.956) were not significantly associated with the selection of inpatient services. Brand image, comprising physical environment, contact personnel, and service offering, had a significant influence on the selection of inpatient services at Cakra Husada Hospital Klaten. Among these dimensions, contact personnel was the most dominant factor, indicating that the quality of staff–patient interactions should be prioritized to enhance the attractiveness of inpatient services.