Effect of Service Quality on Patient Satisfaction with the Hospital's Image as a Moderator at Royal Prima Hospital Medan

Customer loyalty has become an interesting issue in the field of marketing. This customer arises because influence satisfaction felt by customers. Imaging is important stage for hospitals it can encourage loyalty. service a very element to foster which ultimately fosters study aims examine hospital image and quality on through patient satisfaction. research method descriptive quantitative conducted at RSU Royal Prima Medan July 2022. The total population outpatients inpatients using services last 3 months ± 35,456 people with average per month 11,818 patients. minimum sample sem structural equation modeling (SEM) analysis technique was determined 100 people. Sample determination nonprobability sampling purposive approach. Data bivariate multivariate multiple regression models simulates hypothesis assessment F test T-test. calculated value 45,213 greater than that table 3.07 sig 0.002 < 0.05. Service Quality Variable t 4.522 1.977 then > tabel α=5% (4,522>2,627) significant less 0.05 (0.002<0.05), so results H0 were rejected H1 accepted. conclusion variable (X1) Image (X2) partially had effect Patient Loyalty (Y) Hospital Medan. result coefficient (Adjusted R Square) 0.460. shows 46% be explained (X2), while remaining 64% variation other variables are not described this study, example, discipline, leadership, on.