The Influence of Patient Satisfaction and Brand Image on Patient Loyalty with Patient Trust as a Mediator at Anna Medika Hospital

In the era of digitalization and globalization, service quality has become one of the most critical aspects of a healthcare institution’s success, such as a hospital. High patient satisfaction significantly influences repeat visit frequency when patients require further treatment. Moreover, if patients experience positive outcomes after receiving care at a hospital, it becomes their primary choice for future medical needs due to the trust and loyalty built toward the healthcare provider. This study aims to analyze the influence of patient satisfaction and brand image on patient loyalty, with patient trust as a mediating variable at Anna Medika Hospital. This quantitative research employs Partial Least Squares Structural Equation Modeling (PLS-SEM) with a sample of 120 inpatients. Data were collected through questionnaires and analyzed using SmartPLS 4.0. The results show that patient satisfaction and brand image significantly affect patient trust (β = 0.465 and β = 0.404, respectively). Patient trust mediates the effect of satisfaction on loyalty (β = 0.274; *p* < 0.05) but is not a significant mediator between brand image and loyalty (*p* = 0.077). Patient trust plays a crucial role in transforming satisfaction into loyalty, while brand image directly influences loyalty without mediation by trust.