Hospital Customer Competition Issues are being addressed through Confirmation Factor Analysis on Experiential Marketing, Brand Trust, and Loyalty

The post-COVID-19 pandemic has caused an epidemiological transition that has pushed the pace of development of the health service system even further. Issues and revolutions in the health service industry have made all health service industry providers compete with each other to get service users with competitive advantages in the potential global health market. The hospital has improved revenue sustainability while promoting quality assurance practices. These healthcare industry managers have become adept at introducing business practices into business operations to increase the market for hospital customers. Exploratory factor analysis on important marketing dimensions such as experiential marketing, brand trust, and patient loyalty is very much needed in the issue of competition in the health service industry in hospitals.

This research was quantitative research with a survey approach to outpatients with a sample size of n=255 patients according to Lemeshow (1997). Identification of loading factor analysis includes experiential marketing variables, brand trust, and loyalty. Data analysis used IBM SPSS Statistics 26

The research results showed 1) an important loading factor on the experiential marketing variable is the Think dimension indicator (0.845), 2) an important loading factor on the brand trust variable is the brand characteristic dimension (0.945) and 3) an important loading factor on variable loyalty is Repeat Purchase (0.925)

Dimension of brand trust is the most important dimension in the issue of competition in the health service industry in hospitals. Strengthening and expanding hospital branding as a promotion strategy to add positive value to the reputation of patient and community services at the hospital.