Analysis Of Factors Influencing Switching Intention In Inpatient Services At Royal Prima Hospital Medan

Abstract

RSU Royal Prima Medan, one of the private hospitals in the city of Medan, North Sumatra, which is the location for this research, has many competitors with other similar hospitals. This will affect the brand switching behavior of customers at RSU Royal Prima Medan, so RSU Royal Prima Medan tries to carry out various strategies to attract and retain customers and prevent the desire to switch to another hospital or what is usually called witching intention. The aim of this research is to analyze the factors that influence switching intention in inpatient services at RSU Royal Prima Medan. The research conducted by researchers used quantitative methods with cross sectional. In this study, the population used was 3,319 inpatients at RSU Royal Prima Medan in the last 3 months. The sample was determined using interpretive estimation with Structural Equation Modeling with a sample size of 210 patients. The data analysis used is univariate, bivariate and multivariate analysis. The results showed that in this study the dominant patients aged 31-40 years were 104 (49.5%), 160 (76.2%) female, with the majority having a bachelor's degree, 159 (75.7%). There is an influence of price, patient satisfaction, hospital image, service quality, and trust on witching intention in inpatient services at RSU Royal Prima Medan. The factor that most influences witching intention in inpatient services at RSU Royal Prima Medan is patient satisfaction (X2).