Influence of Experiential Marketing on Patient Loyalty Through Patient Satisfaction as Intervening Variable

Abstract

This study aimed to analyze and describe the effect of experiential marketing, patient satisfaction, and patient loyalty at As-Syifa Husada Clinic. This research uses quantitative research. The population of this study is people who are currently or have used the services of the As-Syifa Husada Clinic, and the sample is 110 respondents who have used the services of the KIA Poly (Mother & Child Clinic) at least two times. Data collection techniques in this study used a questionnaire distributed to respondents. The analytical method used is path analysis and hypothesis testing using T-test and mediation test using the SPSS analysis tool. The results of this study indicate that: Experiential marketing has a positive and significant effect on patient loyalty; Experiential marketing has a positive and significant effect on patient satisfaction; Patient satisfaction has a positive and significant effect on patient loyalty; experiential marketing has an influence on patient loyalty through patient satisfaction. Good experiential marketing can shape patient satisfaction which will also have an impact on creating patient loyalty at As-Syifa Husada Clinic.