The Effect of Hospital Brand Image and Patient Trust on Patient Satisfaction

Abstract

Patient satisfaction is an important indicator of healthcare service quality and hospital performance. This study aims to examine the effect of Hospital Brand Image and Patient Trust on Patient Satisfaction. A quantitative approach with an explanatory research design was employed in this study. Data were collected through questionnaires distributed to 250 patients at Hospital X using a purposive sampling technique. The research instrument was tested for validity and reliability, while data analysis was conducted using multiple linear regression with the support of IBM SPSS Statistics. The results indicate that Hospital Brand Image has a positive and significant effect on Patient Satisfaction. In addition, Patient Trust also has a positive and significant effect on Patient Satisfaction. Simultaneously, Hospital Brand Image and Patient Trust significantly influence Patient Satisfaction, indicating that both factors play important roles in shaping patients' healthcare experiences. These findings highlight the importance of strengthening hospital reputation and developing patient trust as strategic efforts to improve satisfaction and maintain sustainable relationships with patients.