PENGARUH HARGA, PELAYANAN, KUALITAS PRODUK, DAN PROMOSI PENJUALAN TERHADAP LOYALITAS PASIEN DI KLINIK KECANTIKAN “X” BANDUNG
DOI:
https://doi.org/10.58268/eb.v4i2.249Kata Kunci:
Patient Loyalty; Price; Service; Product Quality; PromotionAbstrak
Penelitian ini bertujuan untuk menganalisis pengaruh harga, pelayanan, kualitas produk, dan promosi terhadap loyalitas pasien di Klinik Kecantikan “X” Bandung. Latar belakang penelitian didasarkan pada kesenjangan hasil penelitian sebelumnya, di mana promosi umumnya terbukti berpengaruh terhadap loyalitas pelanggan, namun pada konteks klinik kecantikan lokal hasilnya belum konsisten. Metode penelitian menggunakan pendekatan kuantitatif dengan desain deskriptif asosiatif. Sampel ditentukan dengan rumus Slovin pada tingkat kesalahan 10%, sehingga diperoleh 119 responden. Data dikumpulkan melalui kuesioner, observasi, dan dokumentasi, lalu dianalisis dengan regresi linier berganda menggunakan uji t dan uji F. Hasil penelitian menunjukkan bahwa harga, pelayanan, dan kualitas produk berpengaruh positif dan signifikan terhadap loyalitas pasien, sedangkan promosi tidak berpengaruh signifikan. Secara simultan, keempat variabel berpengaruh terhadap loyalitas dengan kontribusi 32,8%. Temuan ini menegaskan bahwa dalam konteks klinik kecantikan, loyalitas lebih ditentukan oleh harga, pelayanan, dan kualitas produk, sementara promosi memerlukan strategi tambahan agar efektif. Penelitian ini berkontribusi pada pengembangan teori pemasaran jasa dan memberi masukan praktis bagi klinik kecantikan dalam membangun loyalitas pasien.
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