Analysis of the Influence of Service Quality on the Brand Image of Sakinah General Hospital Lhokseumawe, Indonesia

Introduction: Services in the health sector are very dependent on the level of patient visits. In offering its services, hospitals must strive to provide the best service to patients who have different needs and characteristics. This research aims to determine the influence of service quality on hospital brand image. Methodology: this type of research is quantitative research with a cross-sectional approach. The population in this study were all inpatients with National Health Insurance-Healthy Indonesia Card patients in hospitals. The sampling technique used was a purposive sampling method. The total sample was 312 people. Results: There is a significant influence between the factors of responsiveness, assurance, empathy, and physical evidence on the hospital brand image (p < 0.05). The influential service quality assurance factor has a 29.837 chance of providing a hospital brand image. Recommendation: hospital management and employees can continue to improve services in terms of insurance, where improving the quality of service will give patients confidence.