The Effect of Perceived Value, Brand Image, Satisfaction, Trust and Commitment on Loyalty at XYZ Hospitals, Tangerang

Patient loyalty is a significant aspect of marketing strategies in the health industry, including hospitals. Loyal patients will return for treatment and recommend hospital to others, this can reduce expenditure. be influenced by several factors, such as satisfaction, perceived value, commitment, trust, brand image. If patient's necessity meets their expectation, they loyal hospital. This study aims find positive effect independent variable, form value image, towards dependent i.e., loyalty. Furthermore, mediating variables are which affect private hospitals accredited KARS JCI. research was conducted distributing questionnaires via google form. The data collected were 261 respondents treated at XYZ Hospital, using purposive sampling technique. analyzed partial lease square-structural equation modeling (PLS-SEM) with SmartPLS application. results showed that satisfaction have impact on loyalty; image has satisfaction; Perceived trust commitment. Moreover, do not demonstrate study.