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"Latar belakang: Sejak adanya program Jaminan Kesehatan Nasional (JKN), persaingan bisnis di industri kesehatan semakin ketat akibat bertambahnya jumlah rumah sakit. Persentase angka kunjungan pasien eksekutif rawat jalan RS Hermina Bekasi yang stagnan dalam tiga tahun terakhir juga membuat manajemen harus mencari cara untuk meningkatkan profitabilitas. Mempertahankan pasien lama agar tetap loyal akan jauh lebih mudah dan murah untuk menghasilkan pemasukan bagi rumah sakit. Penelitian bertujuan untuk melihat gambaran loyalitas pasien eksekutif di instalasi rawat jalan RS Hermina Bekasi terhadap persepsi pasien tentang switching barriers ke rumah sakit pesaing dan faktor lain yang mempengaruhi sebagai dasar pembuatan strategi bisnis. Subyek dan metode: Metode penelitian kuantitatif dengan pendekatan cross sectional terhadap 150 pasien eksekutif rawat jalan RS Hermina Bekasi. Analisis dilakukan dengan uji univariat, bivariat, dan multivariat. Hasil: Uji multivariat menunjukkan bahwa terdapat dua variabel yang bernilai signifikan, yaitu switching barriers baru (p value = 0.14; Exp. (B) = 14.778) dan responsiveness (p value = 0.37; Exp. (B) = 11.083). Kesimpulan: Switching barriers menjadi variabel paling berpengaruh terhadap perilaku loyal di instalasi rawat jalan RS Hermina Bekasi sehingga strategi bisnis yang mempengaruhi switching barriers dapat diterapkan di rumah sakit.

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Background: Since the National Health Insurance (JKN) implemented, business competition in the health industry has increased due to the increasing number of hospitals. The percentage of outpatient executive visit numbers of Hermina Bekasi Hospital has been stagnant in the last three years also makes management have to find ways to increase profitability. Maintaining old patients to remain loyal has been easier and cheaper to generate revenue for the hospital. This study aims to analyze the patients perspective on the effect of switching barriers and other influencing factors towards loyalty among executive patients in the outpatient clinics of Hermina Bekasi Hospital in 2019 as the basis for creating business strategies.

Subjects and Methods: This research is a quantitative method with a cross-sectional approach to 150 outpatient executive clinics at Hermina Bekasi Hospital. Analyzes performed with univariate, bivariate, and multivariate tests.

Result: Multivariate test showed that there were two significant variables, namely new switching barriers (p value = 0.14; Exp. (B) = 14.778) and responsiveness (p value = 0.37; Exp. (B) = 11.083).

Conclusion: Switching barriers is the most influential variable on loyal behavior in the outpatient clinics of Hermina Bekasi Hospital. The switching barriers strategies have to implemented to achieve the hospital goals."

"Purchase intention is a step that mediates consumer attitude and effective behavior. The link between this stage of consumer behavior and product placement represents an area in which previous scholars’ results have not been overly consistent, making it not as crystal clear as desired. This research covers the effects that the variables identified on the literature review have on food in movies, and subsequently, on purchase intentions. The formulated hypotheses provide an in-depth look to how product placement affects consumers. Moreover, this research is trying to study the role of food in movies in mediating the effect of product placement's prominence and modality on purchase intention. Questionnaires were distributed online to regions in Indonesia, and 145 respondents were collected. Structural equation modelling (SEM) was applied to evaluate the hypothesized relationships between variables. The research found that there is a significant and positive effect of product placement's prominence and modality on food in movies, as well as food in movies on purchase intention. Additionally, there is a mediating effect of food in movies in the relationships between product placement's prominence and modality with purchase intention.

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Purchase Intention merupakan langkah yang memediasi sikap konsumen dan perilaku efektif. Hubungan antara tahap perilaku konsumen dan Product Placement mewakili area dimana hasil penelitian para peneliti sebelumnya tidak terlalu konsisten, sehingga masih tidak jelas arah mana yang dituju. Penelitian ini mencakup pengaruh variabel yang diidentifikasi pada tinjauan pustaka terhadap Food in Movies, dan selanjutnya, pada Purchase Intention. Hipotesis yang dirumuskan memberikan pandangan mendalam tentang bagaimana Product Placement memengaruhi konsumen. Selain itu, penelitian ini mencoba untuk mempelajari peran Food in Movies dalam memediasi pengaruh Prominence dan Modality terhadap Purchase Intention. Kuesioner disebarkan secara online ke daerah-daerah seluruh Indonesia, dan terkumpul 145 responden. Pemodelan persamaan struktural (SEM) diterapkan untuk mengevaluasi hipotesis hubungan antar variabel. Hasil penelitian menemukan bahwa terdapat pengaruh yang signifikan dan positif antara Prominence dan Modality pada Food in Movies, serta Food in Movies terhadap Purchase Intention. Selain itu, ada efek mediasi Food in Movies dalam hubungan antara Prominence dan Modality dengan Purchase Intention."